MKT 401 Marketing Strategy Chapter 1: A Comprehensive Lecture Notes
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Course
MKT401 (MKT401)
Institution
Universität Mannheim (UMA)
Book
Marketing Management
Welcome to this comprehensive collection of lecture notes on marketing strategy course (MKT 5! These notes cover a wide range of essential concepts and techniques, including target market segmentation, the marketing mix, SWOT analysis, competitive analysis, customer personas, brand messaging, and m...
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MKT401 (MKT401)
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MKT 401 – Lecture Notes
Chapter 1
1. Conceptual Foundations of Marketing Strategy
Marketing strategy refers to the plan of action that a company takes to promote and
sell its products or services to its target market. It involves identifying the target
market, analyzing the competition, and developing a unique value proposition that
sets the company's offerings apart from those of its competitors.
The conceptual foundations of marketing strategy can be traced back to the work of
economist and marketing theorist Philip Kotler, who outlined the process of creating,
communicating, and delivering value to customers as the core of marketing. Kotler's
model, known as the "Four Ps of Marketing," consists of product, price, promotion,
and place.
Product refers to the goods or services that a company offers to its customers. In order
to develop a successful marketing strategy, a company must carefully consider the
features and benefits of its products, as well as how they align with the needs and
wants of its target market.
Price refers to the cost of the product or service, as well as any discounts or
promotions that may be offered. In setting the price of its offerings, a company must
consider the cost of production, the value that the product or service provides to
customers, and the prices of competing products or services.
, Promotion refers to the ways in which a company communicates the value of its
products or services to its target market. This can include advertising, public relations,
social media marketing, and other forms of communication.
Place, also known as distribution, refers to the channels through which a company's
products or services are made available to customers. This can include physical stores,
online marketplaces, or distribution through wholesalers or other intermediaries.
In developing a marketing strategy, a company must consider all of these elements
and how they work together to create value for its customers and achieve its business
objectives.
1.1 Where to compete?
"Where to compete" is a strategic decision that companies must make in order to
determine the most effective way to position their products or services in the market.
This decision involves identifying the target market, analyzing the competition, and
determining the unique value proposition that sets the company's offerings apart from
those of its competitors.
There are several factors that a company should consider when deciding where to
compete,
including:
1. Market segmentation: The company should consider dividing its target market
into smaller segments based on common characteristics, such as
demographics, needs, or preferences. This will help the company tailor its
marketing efforts to specific segments of the market.
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