Chapter 7 - Marketing Strategy

Chapter 7 - Marketing Strategy - CHAPTER 7 MARKETING...

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CHAPTER 7 MARKETING STRATEGY
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MARKETING STRATEGY Internal Growth External Growth Niche Markets Multiple Revenue Streams Market Positioning Guerrilla Marketing Marketing Mix
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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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MARKET PENETRATION EXAMPLES Bank Services Frito-Lay
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BANK CROSS-SELLING Checking accounts Credit/Debit cards Safety deposit boxes
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PRODUCT DEVELOPMENT Bring out new products Modify existing products Continuous product changes
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PRODUCT DEVELOPMENT EXAMPLES 2012 Honda Heinz blue ketchup 2012 designer clothes
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CONTINUOUS PRODUCT CHANGES New Yearly Products Seasonal Fashions New Technologies
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MARKET DEVELOPMENT Expand geographical market Expand overseas Sell to new markets
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Chapter 7 - Marketing Strategy - CHAPTER 7 MARKETING...

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