m1l1 - Fall 2009 Module 1 Delighting Customers Lecture 1...

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David Robinson © D. Robinson, 2009 Fall 2009 Module 1 Delighting Customers Lecture 1: Marketing Strategy Planning
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What did you do over the summer?
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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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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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Step 2: Cut the market up 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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Once we’ve defined the potential market, we cut it up Who would be most likely to buy a Really Love bike? College students or grandmas?
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This note was uploaded on 02/22/2010 for the course UGBA AAA taught by Professor Robinson during the Spring '10 term at Berkeley.

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m1l1 - Fall 2009 Module 1 Delighting Customers Lecture 1...

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