1 / 14

3-1

3-1. Introduction. Marketing plan Marketing strategy Positioning Points of differentiation Price Promotional mix Sales process Distribution strategy. Overall Marketing Strategy. Marketing strategy

jonespeggy
Download Presentation

3-1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 3-1

  2. Introduction Marketing plan • Marketing strategy • Positioning • Points of differentiation • Price • Promotional mix • Sales process • Distribution strategy

  3. Overall Marketing Strategy Marketing strategy • Approach to marketing a firm’s products and services stated in broad terms, which forms the basis of all its marketing-related activities

  4. Positioning Strategy Positioning is how a firm is situated relative to its rivals

  5. Points of Differentiation • Clear points about your product that are memorable and distinct that make your product different and better than existing products • Product attribute map

  6. Product Attribute MapFigure 7-1 High Gold’s Gym LA Fitness Bally Prime Adult Fitness YMCA Range of Amenities Provided Community center fitness clubs Curves International Low High Tailored to the Specific Needs of Clientele Low

  7. Pricing Strategy How to price your product or service • Cost based • Value based

  8. Sales Process and Promotions Mix • Sales process are the steps a firm goes through to establish relationships with customers and close sales • Prospecting • Initial contact • Qualifying the lead • Sales presentation • Meeting objections • Closing the sale • Follow up

  9. Promotions Mix • The specific tactics a firm uses to communicate with its potential customers • Advertising • Public relations • Other promotions-related activities

  10. Advertising • Makes people aware of your product so they are persuaded to buy it • Major goals • Raise customer awareness of product • Explain product's comparative feature and benefits • Create an association between product and lifestyle

  11. Public Relations Efforts to establish and maintain a company's image with the public • Press release • Media coverage • Article in local newspapers • Blogging • Monthly newsletter • Civic, social, and community involvement

  12. Other Promotions-related Activities • Free samples • Creating buzz by creating awareness and sense of anticipation about company and product

  13. Distribution and Sales Distribution encompasses all the activities that move a firm’s product from its place of origin to the consumer • Where people in your target market shop

  14. Sales Strategy A firm needs to decide whether to field its own sales force or use intermediaries

More Related