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Foundations of Marketing Strategy

Adel I. El-Ansary Donna L. Harper Professor of Marketing Coggin College of Business 4567 St. Johns Bluff Road, South Jacksonville, FL 32224-2675 www.unf.edu/~aelansar/ email: aelansar@unf.edu. Foundations of Marketing Strategy. Company. Customer. Competitors. Strategy Formulation.

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Foundations of Marketing Strategy

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  1. Adel I. El-AnsaryDonna L. Harper Professor of MarketingCoggin College of Business4567 St. Johns Bluff Road, SouthJacksonville, FL 32224-2675www.unf.edu/~aelansar/email: aelansar@unf.edu A. El-Ansary 2005

  2. Foundations of Marketing Strategy Company Customer Competitors A. El-Ansary 2005

  3. Strategy Formulation Tier I : Marketing Strategies A. El-Ansary 2005

  4. MarketSegmentation Consumer Behavior A. El-Ansary 2005

  5. Market Segmentation Targeting Consumer Behavior A. El-Ansary 2005

  6. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences A. El-Ansary 2005

  7. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences Differentiation A. El-Ansary 2005

  8. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences Differentiation Competitors A. El-Ansary 2005

  9. Market Segmentation Offer Targeting Consumer Behavior GoodsServicesExperiences Positioning Differentiation Competitors A. El-Ansary 2005

  10. Market Segmentation Offer Targeting GoodsServicesExperiences Consumer Behavior Positioning Differentiation Competitors Branding A. El-Ansary 2005

  11. Strategy Implementation Tier II : Marketing Mix &Customer Relationship Management A. El-Ansary 2005

  12. Segmentation Targeting Differentiation Positioning Product/Service/ Experience CRM Brand Price Distribution IMCM* / Promotion X X X X X X X X X X A. El-Ansary 2005 *IMCM: Integrated Marketing Communication Mix

  13. Marketing Strategy A Focus on the Customer A. El-Ansary 2005

  14. Structure Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Improve Productivity Strategy Operations Creating Customer Experience Antecedents Consequences A. El-Ansary 2005

  15. Create Customer Value Creating Customer Experience Customer Value = Benefit - Cost A. El-Ansary 2005

  16. Create Customer Value Achieve Customer Satisfaction Creating Customer Experience Customer Satisfaction = Expected Performance – Delivered Experience A. El-Ansary 2005

  17. Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Creating Customer Experience Customer Loyalty A. El-Ansary 2005

  18. Antecedents A. El-Ansary 2005

  19. Improve Productivity Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Creating Customer Experience Antecedents A. El-Ansary 2005

  20. Structure Improve Productivity Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Strategy Operations Creating Customer Experience Antecedents A. El-Ansary 2005

  21. E-Commerce Business Intelligence Supply Chain Management E-Strategy Efficiency Strategy Customer Relationship Management Marketing Strategy Enterprise Resource Planning Antecedents of Positive Customer Experience A. El-Ansary 2005

  22. Segment Target E-Strategy Target to segments Strategy Differentiate Marketing Strategy Effectiveness Position Antecedents of Positive Customer Experience A. El-Ansary 2005

  23. Outsourcing Manufacturing Management Marketing Management Human Resource Management Financial Management Internal Marketing Strategic Profit Model Operations Antecedents of Positive Customer Experience A. El-Ansary 2005

  24. Lease or Buy? Co-Branding Strategic alliances Co-Marketing Partnership Structure Antecedents of Positive Customer Experience A. El-Ansary 2005

  25. Consequences A. El-Ansary 2005

  26. Transactions Relationships Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Creating Customer Experience Consequences A. El-Ansary 2005

  27. Transactions Relationships Profitability Market Share Business Share Consequences of Customer Experience A. El-Ansary 2005

  28. Structure Achieve Customer Satisfaction Create Customer Value Engender Customer Loyalty Improve Productivity Strategy Operations Creating Customer Experience Antecedents Consequences A. El-Ansary 2005

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