A marketing strategy is the combination of the target market, or the customers the marketing is intended to reach, and the marketing mix. Product, price, place, and promotion are components of the marketing mix, or the four p’s, which create a value for the customer (Perreault, Cannon, & McCarthy, 2009). For this reason, the customer, who is not part of the marketing mix, is the center of the target, surrounded by the elements of the marketing mix. The ultimate goal of a marketing strategy is to create value for the customer, which allows the organization to increase customer satisfaction and results in repeat customers and additional equity for the organization (Armstrong & Kotler, 2009).…
The simple definition of marketing is the selling and promoting services or products. Marketing is also defined as meeting the customers’ needs.…
Firstly, a marketing strategy is a plan that is used in the long term to achieve a business or organisations objectives. Furthermore, a marketing strategy may also be defined as a plan designed to meet marketing objectives. For example, a company may set the following marketing objective: “To be able to satisfy customers through our products.” The next step is the planning procedure otherwise known as the marketing strategy used to meet the business or organisations objectives. It is important that the terms: “marketing strategy” and “marketing technique” are understood clearly. Likewise, the term “marketing technique” may be defined as an overall plan designed to meet the needs and requirements of customers. A business should ensure…
Marketing is above all satisfying customer needs and as competition grows fiercer and fiercer, understanding customers today is crucial; but that is not enough. Under the marketing concept, companies try to gain competitive advantage by satisfying target consumer needs better than competitors do, and in achieving this, ensure their own survival.…
What is marketing strategy? The process of matching the organisation’s strengths to the customer needs, with the aim of achieving a competitive advantage in the market. The combination of product, price, distribution and promotion most suited to a particular group of consumers. • Goal: the create a sustainable competitive advantage in the market • All the elements of the marketing strategy that lead to the development of the competitive advantage require good understanding of consumer behaviour Marketing strategy process: • 1. Segment: understand consumers a. Determine the dimensions (age, geography, subculture) b. Determine the heterogeneity c. Define the needs & goals 2. Target: choose consumers a. Evaluate each segment in relation to organisational strengths and weaknesses b. Choose the segment with the highest potential for strategic match (organisation strength – customer needs) 3. Position: offer utility differentiate prevent copy a. Designing the company’s offering and image so they occupy a meaningful and distinct competitive position in the target customer’s minds Marketing Levers…
Marketing is the act of publicising products and offers to customers to get them to want to buy it; this could be via the television, a poster or radio. Marketing always has the customer at the centre of its activities and wants to build customer relationships in order to keep them coming back. Another definition of marketing is the actual action of selling an item or service to customers, like in a retail shop for example.…
Once a marketer gets a grip on customers’ needs and wants they must design a marketing strategy. This is done by deciding on target markets and building gainful…
Companies today try their best to continue to keep up with the changes of services, products and technology. Companies rely on their abilities in marketing to keep consumers interested in their products and services. The success of a company may rely on the company’s marketing performance. Marketing planning starts by thinking of the targeted audience needs, strategies, and the development of the products and or service needed. Developing a marketing strategy will consist of the marketing mix.…
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organisation objectives. Marketing has many ways that products are sold. It includes advertising, selling and delivering products to people. Marketers try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general exposure in the media world. The process of developing, promoting, and distributing products to satisfy customers ' needs and wants.…
The value of an Effective Marketing Strategy is undeniably an essential part on having a business; this would determine what are the things needed to be done in order in order to accomplish the establishment goals.…
Therefore, for these organisations, marketing strategy is introduced to help them survive in the dynamic marketing environment and create and maintain competitive advantages with their competitors. Marketing strategy is identified as “a process that can allow an organisation to concentrate its limited resources on the greatest opportunities to increase sale and achieve a sustainable competitive advantage”.…
According to Ferrell and Hartline (2010) Marketing Strategy is both art and science where the firm finds or plans ways to deliver their value by fulfilling the needs & wants of their potential customers. This helps in determining the marketing mix and analyzing the competitive advantage of the firm by implementing and presenting new ideas so as to satisfy their customers. Employing strategies helps in increasing the level of sales by branding, advertising & promotion.…
Each company relies on a marketing strategy to advance themselves in the race for achieving marketing success. It is without doubt that companies have implemented a few effective of others and perhaps of their own according to the company business. The strategy which is surely utilized in most or all companies would be the Marketing Mix by Neil Borden and the business strategy of Ansoff’s Matrix Strategy. Without strategies like these, companies would cease to improve or attain achievement in a business as a company. A marketing strategy helps take account of the preparations needed before releasing a certain business product or service. This is due to avoid any mishaps or losses in the company hence reducing the risk in the company business.…
Marketing is a philosophy that leads to the process by which organizations, groups and individuals obtain what they need and want by identifying value, providing it, communicating it and delivering it to others. The core concepts of marketing are customers’ needs, wants and values; products, exchange, communications and relationships. Marketing is strategically concerned with the direction and scope of the long-term activities performed by the organization to obtain a competitive advantage. The organization applies its resources within a changing environment to satisfy customer needs while meeting stakeholder expectations. Implied in this view of strategic marketing is the requirement to develop a strategy to cope with competitors, identify market opportunities, develop and commercialize new products and services, allocate resources among marketing activities and design an appropriate organizational structure to ensure the performance desired is achieved. There is no unique strategy that succeeds for all organizations in all situations. In thinking strategically about marketing many factors must be considered: the extent of product diversity and geographic coverage in the organization; the number of market segments served, marketing channels used, the role of branding, the level of marketing effort, and the role of quality. It is also necessary to consider the organization’s approach to new product development, in particular, its position as a technology leader or follower, the extent of innovation, the organization’s cost position and pricing policy, and its relationship to customers, competitors, suppliers and partners. The challenge of strategic marketing is, therefore, to manage marketing complexity, customer and stakeholder expectations and to reconcile the influences of a changing environment in the context of a set of resource capabilities. It is also necessary to create strategic opportunities and to manage the…
Running a successful business is not like a field of dreams; you can build it but they might not come true. You have to let people know about the product or service you offer, and persuade them to buy or use it. And you have to let people know about your product or service repeatedly. For this, marketing strategy is very important.Your marketing strategy consists of: The "what" has to be done.Inform consumers about the product or service being offered. Inform consumers of differentiation factors.…