Learning Objectives Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives 1. Identify the six components in developing a marketing strategy and plan. 2. Define the terms marketing strategy, positioning, and marketing objective. 3. Explain the concept of segmented marketing strategies and describe the alternative strategies by market focus. 4. Describe the alternative marketing strategies by product life cycle (PLC) stage.
22
Embed
[PPT]Chapter 8: Marketing Strategy: Strategies, … · Web viewChapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives Identify the six components in developing
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Learning Objectives
Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives
1. Identify the six components in developing a marketing strategy and plan.
2. Define the terms marketing strategy, positioning, and marketing objective.
3. Explain the concept of segmented marketing strategies and describe the alternative strategies by market focus.
4. Describe the alternative marketing strategies by product life cycle (PLC) stage.
Learning Objectives
Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives
5. Describe the alternative strategies by industry position.
6. Explain the concepts of relationship marketing and strategic alliances.
7. Identify the reasons that have made positioning essential in today’s business climate.
8. List and describe the steps required for effective positioning (the five Ds).
Learning Objectives
Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives
9. List and describe the six different approaches to positioning.
10. Explain the benefits of having marketing objectives and list the four requirements for good marketing objectives.
Marketing Strategy
The selection of a course of action from among several alternatives that involves specific customer
groups, communication methods, distribution channels, and pricing structures.
It is a combination of target markets andmarketing mixes.
Target Market
A target market is a market segment selected by a
hospitality and travel organization for marketing attention.
Market segmentation involves dividingcustomers into groups (market segments)
with common characteristics.
Marketing Mix
A marketing mix includes those controllable factors that have been chosen to satisfy customer needs.
The eight controllable factors are product, price, place, promotion, packaging, programming,
partnership, and people.
These are also know as the 8 Ps.
Relationship Marketing and Strategic Alliances
Relationship MarketingPlacing an emphasis on building, maintaining, and
DocumentingWhat benefits are the most important to your current and potential customers?
DecidingWhat image do you want your current and potential customers to have of your organization?
DifferentiationWhich competitors do you want to appear different from, and what are the factors that you will use to make your organization different from them?
The 5 Ds of Positioning
DesigningHow will you develop and communicate these differences?
DeliveringHow will you make good on what you’ve promised, and how do you make sure that you have “delivered?”
Positioning Approaches:Six Major Alternatives
Specific product features Benefits, problem solution, or
needs Specific usage occasions User category Against another “product” “Product class” dissociation