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Marketing Strategy - PowerPoint PPT Presentation


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Marketing Strategy. Objectives Positioning. Benefits of Strategy. Components of Strategy. Statement of objectives. Establish general direction of strategy. Selection of strategic alternative(s). Selection of customer targets. Choice of competitor targets. Positioning.

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marketing strategy

Marketing Strategy

Objectives

Positioning

components of strategy
Components of Strategy

Statement of objectives

Establish general

direction of strategy

Selection of strategic alternative(s)

Selection of customer targets

Choice of competitor targets

Positioning

Statement of core strategy

Description of supporting marketing mix

Implement

strategy

Description of supporting functional programs

marketing goals
Marketing Goals
  • Desired general accomplishments stated in vague terms.
  • Indicate the direction the firm is attempting to move and the set of priorities it will use in evaluating alternatives and making decisions.
slide5
Should be attainable and realistic.
  • Should be internally consistent.
  • Should be comprehensive and help to clarify the roles of all parties in the organization.
  • Should involve some degree of uncertainty.
examples of goals
Examples of Goals
  • To have the largest, best-trained sales force in the industry.
  • Having the best recognized and most effective advertising campaign in the industry.
marketing objectives
Marketing Objectives
  • Provide specific and quantitative benchmarks that can be used to gauge progress toward the achievement of the marketing goals for which they are developed.
  • Should be attainable with a reasonable degree of effort.
slide8
May be either continuous or discontinuous, depending on the degree to which they depart from present objectives.
    • Continuous: current objectives are similar to those in previous planning period.
    • Discontinuous: establish new objective or significantly elevate the level of performance on a given outcome factor
slide9
Should specify the time frame for their completion.
  • Usually related to sales revenues, market share, profitability, or cash flow
examples of objectives
Examples of Objectives
  • The marketing department will be responsible for having 40% of customers listing this financial institution as their primary financial institution within one year.
  • The sales department will increase sales 18% during the next 2 years.
strategic alternatives growth
Strategic Alternatives: Growth
  • Market development strategies
    • Attract non-users
    • Enter new markets
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Market penetration strategies
    • Increase purchase rate of existing customers
    • Attract competitors’ customers
core value proposition
Core value proposition

Augmented

product

Generic

product

Expected

product

Potential

product

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Exciting

needs

Primary

needs

Articulated

needs