UGBA 10 Lecture Notes - Lecture 10: Chief Marketing Officer, Value Chain, Marketing Strategy

• School: Berkeley
• Department: Business Administration, Undergraduate
• Course: UGBA 10
• Professor: Briginshaw John

Document Summary

What will be our marketing mix: partnering with other company departments: Value chain: the series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm"s products. Value delivery network: the network made up of the company, its supplier, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system. Marketing strategy: the marketing logic by which the company hopes to create customer value and achieve profitable customer relationship. What is our offering (product/service), who will buy it (target/need), why will they choose it (4ps) what messages should be communicated (messaging), what does success look like (goals, objectives: customer driven marketing strategy. Market segmentation: dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs.