m1l1 - David Robinson D. Robinson, 2008 Spring 2008 Module...

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Unformatted text preview: David Robinson D. Robinson, 2008 Spring 2008 Module 1 Delighting Customers Lecture 1: Marketing Strategy Planning What did you do over the winter break? If you were planning to market the Harbin Ice Festival to people in the US, what decisions would you have to make? Who would buy from us? Which customers are we going to try to delight? Technically: Defining the market: 1. People who have a need for our product 2. People with enough money to buy our product 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 or use partners (in this case, travel agents) ? How should we promote our offer ? Developing Marketing Strategy Marketing Strategy Define the Market Segment the Market Choose Attractive Segments Design a Marketing mix Appeal to the Targets Position our Offering Market Definition People who need our offering People who have the money to buy Define the Market Segment the Market Choose Attractive Segments Design a Marketing mix Appeal to the Targets Position our Offering Once weve defined the potential market, we cut it up Who would be most likely to travel to Harbin for the Ice Festival?...
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This note was uploaded on 03/22/2009 for the course UGBA 08403 taught by Professor Robinson during the Spring '09 term at University of California, Berkeley.

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m1l1 - David Robinson D. Robinson, 2008 Spring 2008 Module...

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