Marketing strategy
1. Marketing objectives-discuss key issues to accomplish
2. Market segmentation-geographic(cities, population density), demographic(age,
income) anyway to reach smaller and more correct narrow target group
-evaluation; segment size and growth for long-run segment attractiveness, structural
attractiveness(competitors, substitute products, power of buyer, powerful suppliers),
and company objectives and resources
-concentrated marketing
-market penetration
3. Market targeting-considerations; company’s resources, degree of product variability,
product’s life-cycle stage, market variability, and competitors’ marketing strategies
4. Differentiation and positioning-positioning map(the same for less), positioning
statement(to~target segment and who need~~is that~), differentiation; product,
service, channels, people, or image(key words; important, distinctive, superior,
communicable, preemptive, affordable, profitable)
5. Marketing mix
-4Ps; product(variety, quality, design, features, brand name, packaging, services),
price(list price, discounts, allowances, payment period, credit terms),
promotion(advertising, personal selling, sales promotion, public relations, direct and
digital), place(channels, coverage, locations, inventory, transportation, logistics)
-4As; acceptability, affordability, accessibility, awareness