is Marketing Strategy?
Marketing strategy is essentially a pattern or plan that
integrates your organization's major goals, policies, and action sequences
in a cohesive whole to achieve
Marketing strategies are generally concerned with
four Ps: product strategies,
pricing strategies, promotional
strategies, and placement strategies.
The focus of marketing strategies must the objectives to be
achieved – not the process of planning itself.
Market Leadership Strategies
The market leader is dominant in its industry
and has substantial market share.
If you want to lead the market, you must
be the industry leader in developing new
new customer value. You must be on the cutting edge of
new technologies and innovative
business processes. Your
customer value proposition must offer a superior solution to a
customers' problem, and your product must be well
Customer-based Relationship Approach
today's customer-driven economy, corporations must move from product-based
campaign marketing to a customer-based relationship approach. Customer
relationship management is the management of customer communication over a
relationship continuum. It includes relationship strategy and multi-channel
relationship programs that produce both business value and customer
experiences on a scale not seen in traditional marketing.7...
To be successful today, your company must become
competitor-oriented. You must pursue the right
competitive strategy – avoid
strengths of your competitors and look for weak points in their positions
and then launch marketing attacks against those weak points.3...
The key to successful marketing is differentiation. "If
consumers don't perceive your
brand(s) as being different from those offered
by the competition, you won't win the marketing war. The battle for consumer
minds is a
battle of perceptions
not products."2 Thus,
"differentiation is one of
the most important strategic and tactical activities in which companies must
constantly engage. It is not discretionary."1...
Keys To Branding Your Business
By: Jay Lipe
Shaping your brand image: To start, consider first the
personality of your company. Is it sexy or sweet? Tough or
tender? Is it more like John Wayne or George Clooney or Andy
Griffith? And if you think all this is hooey, consider these
questions: Do Marlboros really taste better than other
cigarettes? Is H&R Block superior to the tax accountant down the
street? No, but a big reason these companies are leaders is
because they have successfully built a personality around their
Test Marketing Your New
Products or Service
How do you test market a
new product or service? How do you find out if people are actually going to buy it?
First, make or get a prototype. Create or get a sample. If it's being
manufactured somewhere else, get a sample of it. If you're going to manufacture
it yourself, create a prototype so that you can show it, demonstrate it,
photograph it. So that you can let people see it, touch it, feel it, and get an
opinion from it...
Generic Business and Marketing Strategies...
Spotting Trends versus
Traditional Market Research...
The Tao of Distribution
22 Laws of Marketing:
The Law of Heart (Emotion)...
Sustaining Market Demand
for Your Product...
Best Technique to Win the Customer Over...
Marketing & Selling Strategy at
Understanding Risks Perceived by Customers...
Define Your Internal Core Marketing
Apply 80/20 Principle...
"When" Is a New "What"
Three Stages of the Marketing Process...
Get the Most Out Of Information
from Successes and Failures...
Two Main Ways
to Grow Revenue...
to Your Customer...
Sales Forecast Worksheet...
10 Commandments of Power Positioning...
Case in Point