BUS 346 Chapter Notes - Chapter 2: Pro Forma, Ken Wilber, Market Segmentation
Document Summary
Chapter 2: developing marketing strategies and a marketing plan. 2) a related marketing mix (its four ps) 3) the bases on which the firm plans to build sustainable comparative. A sustainable comparative advantage is an advantage over the competition advantage that is not easily copied and can be maintained over a long period of time (something the firm can persistently do better than its competitors. Establishing a sustainable comparative advantage is key to long-term. There are four macro strategies that focus on aspects of the marketing mix to financial performance create and deliver value to develop sustainable comparative advantage. Customer excellence: focuses on retaining loyal customers and excellent customer service. Operational excellence: achieved through efficient operations and excellent supply chain and human resource management. Product excellence: having products with high perceived value and effective branding and positioning. Locational excellence: having a good physical location and internet presence.
