Search Results

A Dating Web Site for Women When it was launched in 2000, eHarmony quickly made its mark as a new brand and new category in the online dating landscape: a dating site for the serious relationship seeker, particularly women. By focusing on women as its targe...

Explain the inputs and components of a marketing strategy The company strategy and objectives provide direction for the whole company, but they don’t specify how the company will get the most benefit from marketing resources and capabilities. That is the role...

Purpose When a company has many different products or even many different lines of business, strategy becomes more complex. The company not only needs to complete a situation analysis for each business, but also needs to determine which businesses warrant foc...

A situation analysis is often referred to by the acronym SWOT, which stands for strengths, weaknesses, opportunities, and threats. Essentially, a SWOT analysis is an examination of the internal and external factors that impact the organization and its strateg...

Show how common analytic tools are used to inform the organization’s strategy When a company is developing its strategy, it is faced with a vast array of considerations and choices. It needs to take into account its resources and capabilities, the strength of...

No marketing program is planned and implemented perfectly. Marketing managers will tell you that they experience many surprises during the course of their activities. In an effort to ensure that performance goes according to plans, marketing managers establish...

Implementation Even a well-designed marketing program that has been through a thorough evaluation of alternatives will fail if it’s poorly implemented. Implementation involves the tactics used to execute the strategy. It might include such things as determini...

With a clear understanding of the corporate objectives, marketers must decide which strategies and tactics will best align with and support them. This is rarely a simple decision. Markets are constantly changing, and buyer behavior is very complex. The mark...

Inputs That Inform Marketing Strategy To a great extent, developing the marketing strategy follows the same sequence of activities used to define the corporate strategy. The chief difference is that the marketing strategy is directly affected by the corporate...

The Need for Objectives As we discussed before, a business strategy must take into account the changing environment and identify a plan that will use the company’s resources most effectively to achieve its mission and goals. Businesses define and communicate ...

Explain how targeting influences each element of the marketing mix Segmentation helps you decide who your target customers are, while targeting helps you zero in on the best method for reaching them. Your targeting strategy helps you set priorities for making...

A Mission Statement Explains Why an Organization Exists The mission statement guides the corporate strategy, which, in turn, guides the marketing strategy and planning. All marketing activities should relate to and support the company’s mission.  In the ma...

Definitions A strategy is a directed course of action to achieve an intended set of goals.[1]  A tactic is the means by which a strategy is carried out. [2] Background Plan of the battle of Chantilly, Virginia, fought in 1862. ...

A strategy is a directed course of action to achieve an intended set of goals.[1]  A tactic is the means by which a strategy is carried out. [2] You can view the transcript for “What is Strategy?” here (opens in new window). Strategy answers the foll...

Evaluate how marketing strategies align with corporate strategies Most of this course will focus on elements of the marketing strategy and the different tactics organizations use to execute the strategy. How do you know if you have the right marketing strateg...

Why explain how a marketing strategy supports an organization’s corporate strategy? In this module you’ll learn about the important role that marketing strategy plays in supporting corporate strategy. When a company has a mission and a set of corporate-leve...

Remember Chumber, your new employer from the beginning of this module? Now that you’ve learned something about segmentation and targeting strategy, let’s return to the request your boss made for recommendations about whom Chumber ought to target and why. Rem...

Background Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can. The drink has been an enormous hit with the ...

Using the Marketing Mix to Reach Target Segments Once target segments are identified, the marketing manager selects a targeting strategy that will be the best fit for reaching them. Targeted marketing enables the marketing and sales teams to customize their m...

The last strategic framework that we will consider is the strategic opportunity matrix (sometimes called the Ansoff matrix, named after its creator, Igor Ansoff). Whereas the SWOT analysis can help organizations identify new market and new product opportunitie...