Strategic marketing

1
Strategic marketing

• What is marketing?
• Mass marketing
• What is?
• Push pull
• Economies of scale
• Target marketing
• Market segments
• Benefit segmentation
• Demographic segmentation
• Occasion segmentation
• Usage-level segmentation
• Lifestyle or cohort segmentation
• Niches

2
Strategic marketing

• Customer-level marketing
• Product positioning
• Marketing mix (4 Ps)
• Marketing opportunities
• Market research
• Branding
• Building brand equity
• Choosing a brand name
• Family branding
• Line branidng
• Individual branding
• Guidelines
• Brand associations
• Brand identity

3
Strategic marketing

• Consumer buyer behaviour
• Adoption process
• Awareness
• Interest
• Evaluation
• Trial
• Decision
• Reinfocement or rejection
• Categories of product adopters
• Innovators
• Early adopters
• Early majority
• Late majority
• laggards

4
Strategic marketing

• Business buyer behaviour
• Business-to-business marketing
• Decision based on how purchase will affect cos
  profits
• Problem solving process
• Awareness of the problem
• Determination of the problems cause
• Search for alternative solutions
• Choice of a solution
• Evaluation of the decision
• Marketing to wholesalers retailers