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Lecture Principles-of-Marketing C2

The document discusses marketing strategy and marketing mix. It covers topics like the 4Ps of marketing, market segmentation, market targeting, positioning, differentiation, and integrated marketing. It also discusses managing marketing efforts through analyzing SWOT and components of a marketing plan.

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chaudm22405ca
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12 views

Lecture Principles-of-Marketing C2

The document discusses marketing strategy and marketing mix. It covers topics like the 4Ps of marketing, market segmentation, market targeting, positioning, differentiation, and integrated marketing. It also discusses managing marketing efforts through analyzing SWOT and components of a marketing plan.

Uploaded by

chaudm22405ca
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 14

Chapter 2:

Company and Marketing Strategy


2.1. Marketing Strategy and Marketing Mix
2.2. Intergrated Marketing Mix: 4Ps, 4Ps+ and 4Cs
2.3. Managing Marketing Effort

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2.1. Marketing Strategy and Marketing Mix
Marketing strategy: the marketing logic by which the company
hopes to create customer value and achieve these profitable
relationships.

Market segmentation: Dividing a market into distinct groups of


buyers who have different needs, characteristics, or behaviors
and who might require separate marketing strategies or mixes.

Market segment: A group of consumers who respond in a similar


way to a given set of marketing efforts
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2.1. Marketing Strategy and Marketing Mix

Market targeting: Evaluating each market segment’s


attractiveness and selecting one or more segments to serve.

Positioning: Arranging for a product to occupy a clear,


distinctive, and desirable place relative to competing products
in the minds of target consumers.

Differentiation: Actually differentiating the market offering to


create superior customer value.
3
Chiến lược maketing
• Marketing strategy: the marketing logic
by which the company hopes to create
customer value and achieve these profitable
relationships.
• Guided by marketing strategy, the c
ompany designs an integrated marketing mix.

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Marketing Mix

The set of tactical marketing tools—product, price, place, and promotion (4Ps)—
that the firm blends to produce the response it wants in the target market.

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2.2. Intergrated Marketing Mix

An effective marketing program blends the


marketing mix elements into an integrated
marketing program designed to achieve the
company’s marketing objectives by
(1) engaging consumers and
(2) delivering value to them

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4Ps of the Marketing Mix

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• Acceptability is the extent to which the
product exceeds customer expectations
• Affordability the extent to which
customers are willing and able to pay the
product’s price
• Accessibility the extent to which
customers can readily acquire the product
• Awareness the extent to which
customers are informed about the
product’s features, persuaded to try it, and
reminded to repurchase
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Transforming: from 4Ps to 7Ps

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4Cs

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2.3. Managing Marketing Effort

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Marketing Analysis: SWOT

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Main components
of a marketing plan
1. Executive summary
2. Current marketing situation
3. Threats and opportunities
4. Objectives
5. Marketing strategies
6. Action programs
7. Budgets
8. Controls
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