M1l1 - Spring 2009 Module 1 Delighting Customers Lecture 1 Marketing Strategy Planning David Robinson D Robinson 2009 Welcome to the new year

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David Robinson © D. Robinson, 2009 Spring 2009 Module 1 Delighting Customers Lecture 1: Marketing Strategy Planning
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Welcome to the new year!
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Change will not come if we wait for some other person or some other time. We are the ones we've been waiting for. We are the change that we seek.
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What did you do over the winter break?
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If you were planning to market the Really Love electric scooter to people in the US, what decisions would you have to make?
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Marketing Decisions Who would buy from us? What, specifically, would they want to buy? How much would they be prepared to pay? Do we sell directly to people (web order) or use partners (dealers)? How should we promote our offer?
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Developing Marketing Strategy
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Four Steps to Marketing Strategy Define the market Segment the market, choose attractive segments Design a marketing mix to appeal to the target Position our offering
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Step 1: Defining the Market Define the market Segment the market, choose attractive segments Design a marketing mix to appeal to the target Position our offering Deciding who will buy Who are we trying to delight?
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Definition of “A Market” 1. People who have a need for our product 2. People with enough money to buy our product [ or in business-to-business marketing, “firms that have . . .”]
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This note was uploaded on 02/23/2009 for the course IAS 10 taught by Professor Kumbler during the Spring '09 term at University of California, Berkeley.

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M1l1 - Spring 2009 Module 1 Delighting Customers Lecture 1 Marketing Strategy Planning David Robinson D Robinson 2009 Welcome to the new year

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