Developing a Marketing Strategy. Marketing: Micro and Macro levels. Macro Level: Marketing is the process by which buyers and sellers are brought together and discrepancies of assortments, place, and time are resolved. Marketing activities include:
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Marketing Strategy vs. Marketing Operation
Marketing Strategy – Organization sets its general direction and objectives
Marketing Operations – Organization attempts to implement its strategy and meet its objectives
1.What is our marketing environment? 2.What is our competitive advantage?
In order for a customer segmentation to be effective, it must be meaningful, actionable, measurable and substantial
Source: Philip Kotler, Marketing Management, 1997 (Chapter 9, page 269)
The differences that are promoted for a product must be:
Implementation of Marketing Strategy