08 - Marketing Strategy - Control of distribution system...

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CHAPTER 8 MARKETING STRATEGY
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MARKETING STRATEGY Internal Growth External Growth Niche Markets Market Positioning Multiple Revenue Streams Viral Marketing Guerrilla Marketing
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INTERNAL GROWTH Market Penetration – existing products in existing markets Product Development – new products in existing markets Market Development – existing products in new markets
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MARKET PENETRATION Use more of product Cross-sell products Take competitor’s business
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PRODUCT DEVELOPMENT Bring out new products Modify existing products
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MARKET DEVELOPMENT Expand geographical market Expand overseas Sell to new markets
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INTENSIVE GROWTH OF BLUE BELL ICE CREAM Market Penetration Increase share of market for existing products Product Development Introduce a new line of Diet Blue Bell Market Development Enter Oklahoma and Kansas with Blue Bell
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EXTERNAL GROWTH Backward Integration Control of supply system Forward Integration
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Unformatted text preview: Control of distribution system Horizontal Integration Control of competition NICHE MARKETS Concentrated Niche One target market Multiple Niches Multiple target markets LAS VEGAS CASINO STRATEGIES CAESARS High-Roller Market Lots of comps Easy credit Big-name entertainment CIRCUS CIRCUS Low-Roller Market Minimize comps Features slot machines Subsidizes meals MARKET POSITIONING The perception a buyer has about your product versus your competitors product MULTIPLE REVENUE STREAMS Harry Potter Harolds UH Football VIRAL MARKETING Use of the internet to spread marketing messages rapidly by users who recruit more users GUERRILLA MARKETING Unconventional promotions that rely on time, imagination, and energy to market a product, service, or business without spending massive amounts of money....
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This note was uploaded on 04/24/2010 for the course MARK 3336 taught by Professor Cox during the Spring '10 term at University of Houston - Downtown.

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08 - Marketing Strategy - Control of distribution system...

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