MKTG-250 Lecture 5: MKTG-250 Week 5
12 Jun 2018
School
Department
Course
Professor
Week 5
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Notes
M"rket Sh"re: how much do they they sell/ tot"l sell of m"rket
M"rketing ch"nnels: Any w"y th"t you c"n get your product ex. sod": vending
m"chine
Designing the business portfolio
Product/M"rket Exp"nsion Grid: m"rket penetr"tion (just entering the m"rket),
m"rket development (not " different product but you br"nch out to more
"udiences Dove), product development (new product from comp"ny ex:The
iP"d), diversific"tion (St"rbucks "nd their Wine nights)
Developing "n integr"ted m"rketing mix
M"rketing mix is the set of controll"ble t"ctic"l m"rketing tools th"t the firm
blend to produce the response it w"nts in the tr"get m"rket. Anything th"t the
comp"ny c"n do to ch"nge the dem"nd of their product.
Product - Customer solution
Price - Customer cost
Pl"ce - Convenience
Promotion - Communic"tion
Microenvironment: M"rketing intermedi"ries - resellers, m"rketing services
"gencies, physic"l distribution firms , fin"nci"l intermedi"ries
