7-1

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Developing Marketing Strategy Chapter 07

7-3 A Successful Strategy:  Enhances coordination among functional areas of organization  Defines resource allocation  Leads to a superior market position

7-4 Elements Of Strategy  The objective(s) to be attained  Strategic alternative(s)  Customer targets  Competitor targets  The core strategy  Marketing mix support  Functional programs support

7-5 Hierarchy of Objectives

7-6 Characteristics of good objectives  Should have quantified standards of performance  Should be ambitious enough to be challenging, but not unrealistic  Should have a time frame within which to achieve the objectives

7-7 Strategic Alternatives

7-8 Increasing Sales/Market Share  Market Development Strategies  Market Penetration Strategies

7-9 Components of Positioning  Customer targets  Competitor targets  Core strategy

7-10 Key Considerations for Selecting a Customer Target  Size/growth of the segment  Opportunities for obtaining competitive advantage  Resources available

7-11 Target Segments for Handspring

7-12 Positioning Decision Steps  Identifying alternative positioning themes  Screening alternatives according to whether they are  meaningful to and believable by customers  feasible given the firm and product resources  competitively sensible  helpful for meeting the product objective

7-13 Positioning Decision Steps (Contd.)  Selecting the position that best satisfies these criteria  Implementing programs consistent with the product position selected

7-14 Total Product Concept

7-15 Five areas for differentiation  Quality  Status and image  Branding  Convenience and service  Distribution

7-16 Joint Space for Colas

7-17 Brand Value Chain

7-18 Five As of Brand Building  Awareness  Associations  Attitude  Attachment [loyalty]  Advocacy

7-19 Some Brand Attribute and Image Dimensions

7-20 Ten guidelines for building strong brands  Brand identity  Value proposition  Brand position  Execution  Consistency over time  Brand system  Brand leverage  Tracking  Brand responsibility  Invest

7-21 IBM Notebook Computers: Purchase versus Positive Opinion

7-22 Basic customer strategies  Customer acquisition  Customer retention  Customer expansion  Customer deletion

7-23 Strategy over the Life Cycle