Old concept of marketing
Factory Existing products
Selling and promoting
Profits through
sales volume
The selling concept
New concept of marketing
Market Customer needs
Integrated marketing
Profits through
customer satisfaction
Strategic marketing
Company mission
Objectives and goals
Business portfolio
Functional
strategies
Corporate levelBusiness
level
Marketing role in strategic planning
Much overlap between overall company and marketing strategy
Marketing provides to strategic planning: Guiding philosophy Inputs to strategic planning Strategies to reach objectives
Cross-functional conflict
The marketing dept. take the consumer/stakeholders point of view
Other dept. may resist bending their efforts
Yet marketers must get all depts. To “think consumer”
Marketing core strategies
Segmentation
• Identify and describe (profiles) market segments
Targeting
• Evaluate each segment (segment attractiveness) and decide which to choose
Positioning
• Develop positioning (image & brand value) develop marketing mix
Levels of Market Segmentation
No Segmentation
-Mass Marketing
In between
-Segment marketing-Nich marketing
Complete segmentation
-Micro segmentation- Customarization
Positioning
9-19
Positioning is the act of designing the company’s
offering and image to occupya distinctive place in the mind of
the target market
Determinant of Product & servicesPr
oduc
tPr
oduc
t
Pric
e
Plac
ePr
omot
io n
Serv
ice
Peop
lePh
ysic
al
evid
ence
Proc
ess
Top Related