m1l1 - Fall 2010 Module 1 Delighting Customers Lecture 1...

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David Robinson © D. Robinson, 2010 Fall 2010 Module 1 Delighting Customers Lecture 1: Marketing Strategy Planning
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What did you do this summer?
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May, 2010 Teaching in Ho Chi Minh City, VN
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If you were planning to market the TOTO co asher the US, what decisions eco-washer 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 Deciding who will buy Segment the market, choose attractive segments Design a marketing mix to appeal to the target Position our offering
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Definition of “A Market” 1. People who have a need for our product 2. People with enough money to buy ur product our product [ or in business-to-business marketing, “firms that have . . .”]
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Definition of “A Market” 1. People who have a need for our product 2. People with enough money to buy ur product our product [ or in business-to-business marketing, “firms that have . . .”]
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What is the definition of the Market for eco-washer? 1. People who have a need for our product 2. People with enough money to buy our product Hmm, seems pretty broad . .
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Define the market Segment the market,
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This note was uploaded on 02/05/2011 for the course BUSINESS 10 taught by Professor Johnsmith during the Fall '10 term at UCLA.

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m1l1 - Fall 2010 Module 1 Delighting Customers Lecture 1...

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