MGT 3300 Lecture Notes - Lecture 9: Marketing Strategy, Marketing Mix, Competitive Advantage
Document Summary
The marketing strategy planning process guides the selection of a target market and the development of a marketing mix. Marketing strategy planning begins by gathering information about the market and. Marketing strategy planning narrows down from broad opportunities to specific strategy. Screening criteria makes it clear why you select a strategy. Narrow down to a superior marketing mix. Drive increased sales of current product in existing markets. Starbucks corporation"s corporate sales program is a good example of market penetration. Starbucks practices market penetration in this ad by attempting to increase sales of the firm"s present products in its present markets. The company is also attempting to take customer relationship management to the next level. The starbucks card which can be given away as a token of appreciation is an. The card carrier can be personalized with a custom message. attempt to further penetrate the corporate market.
