Functional strategy-is the approach a functional area takes to achieve corporate and business unit objectives and strategies by maximizing resource productivity Marketing strategy-deals with pricing, selling, and distributing product Product development-a company or unit can (1) develop new products for existing markets or (2) development new products for new markets-using a successful brand name to market other products is called line extension, and it is a good way to appeal to a company’s current customers Advertising and Promotion-push strategy – a marketing strategy in which a large amount of money is spent on trade promotion in order to gain or hold shelf space in retail-pull strategy – a marketing strategy in which advertising pulls the products through the distribution channels Pricing-skim pricing – a marketing strategy in which a company
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This note was uploaded on 03/09/2008 for the course BUAD 497 taught by Professor Degravel during the Fall '07 term at USC.