Lecture 2 Developing Marketing Strategies and a Marketing Plan0

Lecture 2 Developing Marketing Strategies and a Marketing Plan0

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DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN BA 320 Lecture #2 Fall 2010
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TODAY’S AGENDA Defining marketing strategy Sustainable Competitive Advantage – and how to develop one! Steps in a marketing plan (with emphasis on Steps 1-3) Strategies for Business Growth 2-2
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Dunkin’ Donuts versus Starbucks Dunkin’ Donuts Commercial 2-3
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* Read the introductory vignette in Ch. 2 (and all chapters) How do you understand the difference in the positioning of these two companies, based on your Who are the target audiences for each?
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MARKETING STRATEGY Set of decisions that helps the firm attempt to establish a wall or “fortress” around its brands: Target Market Marketing Mix – 7 ps Sustainable Competitive Advantage
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Advantage *Offering by the firm that the end user identifies as SOMETHING no other brand does as well, and maybe even something no other brand does at all. This advantage (or perception thereof) persists over a long period of time. *Which brands have a SCA?
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Lecture 2 Developing Marketing Strategies and a Marketing Plan0

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