Marketing Strategy Jeremy Kees, Ph.D..

Slides:



Advertisements
Similar presentations
3.02 Position products/services to acquire desired business image.
Advertisements

UNIT C The Business of Fashion
Introduction to Marketing
M. Wispandono - FE Unijoyo 2010/11 What is a market?  A market is a group of potential customers with the authority and the ability to purchase a particular.
Chapter 2 © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
Strategic Planning and the Marketing Management Process
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Part 1: Designing Customer- Oriented Marketing Strategies.
Chapter 2 Strategic Planning in Contemporary Marketing
Chapter 2 Strategic Planning in Contemporary Marketing
1 Marketing Plan Project Portland State University Working With Customers For Business Minors Winter Quarter 2007.
Strategic Planning and the Marketing Process
Introduction to Marketing Strategies
MUSTAFA OZON Dokuz Eylul University Industrial engineering department
Retail Marketing Mix and Planning Charles Blankson, Ph.D.
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing 4/e by Quester, McGuiggan, Perreault and McCarthy 2–1 Part 1: Marketing strategy and.
Market Research 8726 Entrepreneurship I Objectives
Chapter Objectives Strategic Planning and the Marketing Process CHAPTER Distinguish between strategic planning and tactical planning. Explain.
 Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications.
Chapter Objectives Strategic Planning and the Marketing Process CHAPTER Distinguish between strategic planning and tactical planning. Explain.
Customer-Driven Marketing
Chapter 2 © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
1-1 Strategic Planning and the Marketing Management Process Chapter 1 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.
Strategic Market Planning: Take the Big Picture
DO NOW The last item you purchased was__________. What motivated you to purchase that item?
Marketing Strategy and the Marketing Plan
 There are many definitions of marketing. The better definitions are focused on customer orientation and the satisfaction of customer needs.
Introduction to Marketing
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Strategic Planning and the Marketing Process Chapter 2.
Marketing Basics. Marketing  Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.
1 Business and Marketing Strategies
Chapter 10 Marketing.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. 2-1 Chapter 2 Strategic Planning and the Marketing Process.
The World of Marketing Standard 1 Objective 1. Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
Functions of Marketing
Topic 02 Developing Marketing Strategies and Plans
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Strategic Planning and the Marketing Process Chapter 2.
Marketing Overview. What is (are) marketing’s role(s) in the organization? What problems occur for an organization that does not “Market” well?
IMS 554 Info. Marketing for Information System Department Information Marketing Principles of Marketing.
Introduction to Entrepreneurship Develop the Marketing Plan.
Marketing Uma Kanjilal.
Chapter 21 Nature & Scope of Marketing
Customer-Driven Marketing
Strategic Planning and the Marketing Process Strategic Planning: The process of developing and maintaining a startegic fit between the organisation’s.
Segmentation, Targeting & Positioning for Competitive Advantage
Basics of Marketing The success of most businesses rests on production and marketing: the product must be good and the marketing plan must be well-organized.
Chapter 2 © 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in.
Sports and Entertainment Marketing I Explain the basic concepts of marketing.
Marketing Basics. What is Marketing?  Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas,
Marketing identify, anticipate & satisfy consumer wants and needs - profitably Overall Aim of Marketing:
CHAPTER 2 Strategic Planning and the Marketing Process Walk us through your morning routine What aspects were affected by marketing?
The Marketing Mix Why Market? To communicate that you are engaged in new and different activities. To attract paying customers in sufficient numbers.
BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.
Marketing I Curriculum Guide. The World of Marketing Standard 1.
D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.
1 MARKETING AND MARKETING MANAGEMENT Module 1. 2 Objectives Defining marketing and marketing management The scope of marketing Some fundamental marketing.
Final Project Presentation Plan of the presentation.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. 2-1 Marketing Planning: The Basics for Strategy and Tactics.
MARKETING MIX. What is Marketing Mix? The marketing mix is the combination of marketing activities that an organisation engages in so as to best meet.
The Marketing Mix. 4.2 Marketing Applications The Marketing Mix: Consists of variables controlled by marketing professionals in an effort to satisfy the.
Marketing mix  “The set of marketing tools that the firm uses to pursue its marketing objectives in the target market” [Kotler]  It is often referred.
The Marketing Mix Discussion of the 4Ps. What is the Marketing Mix? Often referred to as the 4Ps The variables through which a company carries out its.
A Brief Introduction to Relationship Marketing Jeremy Kees, Ph.D.
Sports and Entertainment Marketing 2.01 Explain the concept of marketing.
Slide 2-1 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in.
Planning at Product Level
Explain the concept of marketing strategies. 5-11
The World of Marketing Standard 1.
Sports and Entertainment Marketing
The World of Marketing Standard 1.
Marketing Is All Around Us
Presentation transcript:

Marketing Strategy Jeremy Kees, Ph.D.

Marketing Strategy Marketing strategy: a firm’s overall program for selecting and satisfying a target market A marketing strategy is aimed at satisfying consumers in the selected target market through a careful balance of the elements of the marketing mix – each of which represents a subset of the overall marketing strategy 2 Key elements in marketing strategy Target Market Marketing Mix Variables

Successful Strategies: Tools and Techniques All planning strategies have the goal of creating a sustainable competitive advantage for a firm This is achieved through focusing on a firm’s core competency

Successful Strategies: Tools and Techniques A core competency is… The source of the competitive advantage that is the source of value to the consumer Is difficult for competitors to imitate Has applications in a wide variety of markets The core competency (competitive advantage) should drive strategic planning at the organizational and divisional levels

Target Market Group of people toward whom the firm decides to direct its marketing efforts Toyota Anheuser Busch

Marketing Mix Variables Product Strategy Place (Logistics and Distribution) Strategy Promotional Strategy Pricing Strategy

Product Strategy More than just the product or service offered Deciding what goods or services to offer consumers Decisions concerning customer service, package design, brand names, trademarks and patents, warranties, product positioning, and new product development. One key decisions is: First versus Second Mover Strategy

Distribution Strategy Ensures that consumers find their products in the proper quantities at the right times and places. Transportation modes. Warehousing. Inventory control. Order processing.

Promotional Strategy Blending together the various elements of promotion to communicate most effectively with the target market Informing, persuading, and influencing a consumer’s purchase decision. IMC

Pricing Strategy Deals with the methods of setting profitable and justifiable prices

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2024 SlidePlayer.com Inc. All rights reserved.