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

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David Robinson © D. Robinson, 2011 Fall 2011 Module 1 Delighting Customers Lecture 1: Marketing Strategy Planning
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What did you do over the summer?
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Marketing Decisions Who would buy from us? ( And who would not) What, specifically, would they want to buy? How much would they be prepared to pay? Do we sell directly to people (our own stores) or use other retailers? How should we promote our offer?
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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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Cornish Pasties? 1. People who have a need for our
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m1l1 - Fall 2011 Module 1 Delighting Customers Lecture 1:...

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