Module 4 - Marketing Strategy
Marketing Strategy
Why explain how a marketing strategy supports an organization’s corporate strategy? In this mo...
Evaluate Alignment of Marketing Strategies
Evaluate how marketing strategies align with corporate strategies Most of this course will focus...
What Is Strategy?
A strategy is a directed course of action to achieve an intended set of goals.[1] A tactic i...
Strategy and Tactics
Definitions A strategy is a directed course of action to achieve an intended set of goals.[1] ...
The Mission Statement
A Mission Statement Explains Why an Organization Exists The mission statement guides the corpo...
Strategy and Objectives
The Need for Objectives As we discussed before, a business strategy must take into account the c...
Marketing Strategy Mechanics
Explain the inputs and components of a marketing strategy The company strategy and objectives pr...
Creating the Marketing Strategy
Inputs That Inform Marketing Strategy To a great extent, developing the marketing strategy follo...
Optimizing the Marketing Mix
With a clear understanding of the corporate objectives, marketers must decide which strategies an...
Implementation and Budget
Implementation Even a well-designed marketing program that has been through a thorough evaluatio...
Evaluating Marketing Results
No marketing program is planned and implemented perfectly. Marketing managers will tell you that ...
Strategic Planning Tools
Show how common analytic tools are used to inform the organization’s strategy When a company is ...
SWOT Analysis
A situation analysis is often referred to by the acronym SWOT, which stands for strengths, weakne...
BCG Matrix
Purpose When a company has many different products or even many different lines of business, str...
Strategic Opportunity Matrix
The last strategic framework that we will consider is the strategic opportunity matrix (sometimes...
Examples of Corporate Strategies
Give some examples of corporate strategies It can be challenging to get a handle on an abstract ...
Market Penetration Example
Under Armour Under Armour promotes its products through sponsorship agreements with cele...
Market Development Example
Poached Jobs Market development: use existing products to capture new markets Together, the hos...
Product Development Example
Nissan Motors Product development: create new products that can be sold in existing markets ...
Diversification Example
Disney Diversification: create new opportunities by creating new products that will be introduce...
Customer Relationships
Explain how the development and maintenance of customer relationships are an essential part of an...
Customer-Relationship Strategies
A situation analysis can reveal whether a company’s relationship with customers is a strength to ...
Harley Davidson Customer Relationships
Once a company understands its buyer personas, how can it match those to real people who will buy...
Marketing Strategy
Since Southwest Airlines is a familiar example by now, let’s do a more complete review of its str...
Marketing Plan, Part I
Student Instructions Complete the following information about the organization and products and/...
Questions
1. A means or action by which a plan or objectives are accomplished is the definition of a: ...
Glossary
Target market: The specific group of consumers that a business is trying to reach with its ma...