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htmch08thirded - Learning Objectives Chapter 8 Marketing...

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Learning Objectives Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives 1. Identify the six components in developing a marketing strategy and plan. 2. Define the terms marketing strategy, positioning, and marketing objective. 3. Explain the concept of segmented marketing strategies and describe the alternative strategies by market focus. 4. Describe the alternative marketing strategies by product life cycle (PLC) stage.
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Learning Objectives Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives 5. Describe the alternative strategies by industry position. 6. Explain the concepts of relationship marketing and strategic alliances. 7. Identify the reasons that have made positioning essential in today’s business climate. 8. List and describe the steps required for effective positioning (the five Ds).
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Learning Objectives Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives 9. List and describe the six different approaches to positioning. 10. Explain the benefits of having marketing objectives and list the four requirements for good marketing objectives.
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Marketing Strategy The selection of a course of action from among several alternatives that involves specific customer groups, communication methods, distribution channels, and pricing structures. It is a combination of target markets and marketing mixes.
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Target Market A target market is a market segment selected by a hospitality and travel organization for marketing attention.
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