F10+MKTG+3104Student++02.+Strategy+Part+1+ppt[1]

How do we allocate resources among them strategic

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How do we allocate resources among them? STRATEGIC BUSINESS UNIT (SBU) LEVEL What markets should we target with what products? How do we allocate resources among them? FUNCTIONAL LEVEL (Marketing MRIs to Clinics) What should our target segments be? What are our points of difference? Which marketing program (marketing STRATEGY ACROSS ORGANIZATIONAL LEVELS
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Functional Level (Marketing) Strategy How can we get sustainable competitive advantage? 1. Select the target market (Large clinics) 2. Find points of difference and position the product (Faster, more accurate) 3. Select marketing program = controllable marketing mix elements = (4Ps) Product Place Promotion
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Product Strategy Product line Quality level Design Features Brand Name Packaging Services Warranties
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Place/Channels/Distribution Strategy Nike Consumer s Department stores, specialty stores Nike Stores Individuals and institutions involved in making the good available to customers channel members
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Place/Channels/Distribution Strategy Number and type of channel members Locations Transportation Nike Consumer s Department stores, specialty stores Nike Stores Individuals and institutions involved in making the good available to customers
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Promotion Strategy Communication Strategy Advertising Public relations or publicity Sales promotion – short term incentives to buy (free samples, contests, store displays, coupons, loyalty programs) Personal Selling Direct Marketing – direct communication to get a specific response (catalogs, telemarketing, email…)
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Pricing Strategy List price Discounts Allowances Payment period Credit terms
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Marketing Strategy 1. Select the target market 2. Find points of difference and position the product 3. Select marketing program = marketing mix A good marketing program (marketing mix) should... … be driven by target market needs. … be internally consistent … have synergy
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  • Spring '08
  • EBCoupey
  • Marketing, core values

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