COMM 223 Chapter Notes - Chapter 2: Starbucks, Boston Consulting Group, Quaker Oats Company
12 Dec 2016
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Marketing strategy is the marketing logical by which the company hopes to create this customer value and achieve these profitable relationships. Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control: the four p(cid:495)s: customer-driven marketing strategy, market segmentation. Groups can be grouped by: geographic, demographic, psychographic, and behavioural factors. The process of dividing the market into segments, which may require different marketing mixes: market targeting. Companies must evaluate the attractiveness of each market segment. Companies select segments with the greatest long-term profitability. Possibility to choose more than one segment to target. A nice is a distinct segment of a market: market positioning and differentiation. A product(cid:495)s positioning is the place it occupies in people(cid:495)s minds relative to it(cid:495)s competitors. Products are positioned relative to competing products. Effective positioning begins with differentiation by offering and delivering greater value than competitors. Marketing programs should support the company(cid:495)s positioning strategy.
