Please enable JavaScript.
Coggle requires JavaScript to display documents.
Marketing Management Lecture 3 (Marketing mix image (Promotion, Price,…
Marketing Management
Lecture 3
Company-wide Strategic planning
Definition: process of developing and maintaining a strategic fit between the goals and capabilities and its changing marketing opportunities
Mission Statement
meaningful
Motivating
Specific
Emphasise the companys strengths in the marketplace
Appealing to all stakeholders
Market-oriented mission
outside-in (user to organization)
inside-out (Organization to user)
Business Portfolio
definition: the collection of businesses and products that make up a company
portfolio analysis: evaluation of products and businesses
Analysing the current portfolio
Company divisions (SBUs)
Product line/s within a division -assortement
single product or brand/ing strategy
Market Differentiation
and Positioning
market targeting
process of evaluating each market
segments attractiveness to enter
Positioning
arranging a clear distinctive and desirable place
for a product to cempete with competitors
Differentiation:
Differentiating the market offering to
create superior customer value
Marketing mix
Promotion
Price
Product
Placement
controllable markerting tools
to get the response they want from the target market
Marketing Strategy
Market Segmenation
dividing a market into distinct groups with different
needs, characteristics etc
Market Segment
a group of consumers responding in a
similiar way
marketing logic by which the company hopes to
create customer value and achieve profitable relationsships
Ansoff Matrix
Product developement
:
Existing Market & New Product
Market Development:
New Market & existing product
Market Penetration:
existing market & existing product
Diversification:
New Market & New Product
Market
Market Share
percentage of the total market that is being serviced by your company measured either in the revenue terms or unit volume terms
Market growth
used as a measure of a markets attractiveness
BCG Growth Share Matrix
Cashcows:
high market share & low market growth
Poor dogs:
low market share & low market growth
Stars:
high market share & high market growth
Question marks:
low market share & high market growth
