m1l1 - Spring 2011 Module 1 Delighting Customers Lecture 1:...

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David Robinson © D. Robinson, 2011 Spring 2011 Module 1 Delighting Customers Lecture 1: Marketing Strategy Planning
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What did you do over the break?
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Last Summer, I spent a week teaching in Teaching in Ho Chi Minh City, VN
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If you were planning to market the TOTO eco-washer in the US, what decisions would you have to make?
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Marketing Decisions
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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
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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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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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for eco-washer? 1. People who have a need for our
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This note was uploaded on 04/22/2011 for the course UGBA 10 taught by Professor Xuanmingsu during the Spring '08 term at Berkeley.

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m1l1 - Spring 2011 Module 1 Delighting Customers Lecture 1:...

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