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Module 11 Discussion: Pricing Strategy
Instructions Write a post for the Discussion on this topic, addressing the questions below. You ...
Module 12 Discussion: Distribution Strategy
Instructions Write a post for the Discussion on this topic, addressing the questions below. You ...
Segmentation Criteria and Approaches
Common Approaches to Market Segmentation Segmentation starts by identifying all the potential bu...
Choosing a Segmentation Approach and Target Segments
Conducting a Market Segmentation As you have seen, there are many different ways a company can s...
eHarmony Targets Women Case
A Dating Web Site for Women When it was launched in 2000, eHarmony quickly made its mark as a ...
Targeting Strategies and the Marketing Mix
Using the Marketing Mix to Reach Target Segments Once target segments are identified, the market...
Case Study: Red Bull Wins the “Extreme” Niche
Background Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sell...
Segmentation and Targeting
Remember Chumber, your new employer from the beginning of this module? Now that you’ve learned s...
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 ...
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...
Market Penetration Example
Under Armour Under Armour promotes its products through sponsorship agreements with cele...
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-Relationship Strategies
A situation analysis can reveal whether a company’s relationship with customers is a strength to ...
Marketing Strategy
Since Southwest Airlines is a familiar example by now, let’s do a more complete review of its str...