02.Marketing Strategy

02.Marketing Strategy - Marketing Strategy Objective...

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Marketing Strategy
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Objective Explore and understand the basic building blocks of marketing strategy and how each relates to creating value for customers. creating value for customers. Attracting and keeping the right customers ProFtability
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Strategy Corporate Strategy What businesses should we be in? Business Strategy How do we compete effectively in a given business? Marketing Strategy How do we orchestrate the marketing mix to deliver value to a particular market segment?
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Models for Strategic Decisions BCG Portfolio Model SWOT Analysis Product-Market Expansion Matrix (DiversiFcation Analysis)
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BCG Portfolio Model Star: Market leader Fast growth Cash Cow: Market leader Slow growth Generates more cash than it needs Question Marks: Low market share Fast growth Dog: Low market share Slow growth Market Growth Rate Relative Market Share Boston Consulting Group Stuffers Rumbles Toppels
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SWOT Analysis Strengths Opportunities Weaknesses Threats Internal External SWOT
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Product-Market Expansion Matrix Products Markets Existing New Existing New Market Penetration Product Development Market Development Diversifcation Increase purchase Frequency Increase amount per purchase occasion Geographic Demographic Usage situation New Feature or tech. Brand extension New brand Create a new product For a new customer base
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Production Orientation Sales Orientation Market Orientation Societal Orientation If you build it, they will come. Focuses on the frm’s capabilities
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This note was uploaded on 11/17/2011 for the course BUS M 241 taught by Professor Swenson,j during the Fall '11 term at BYU.

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02.Marketing Strategy - Marketing Strategy Objective...

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