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Lecture 9

MKTG 317 Lecture Notes - Lecture 9: Swot Analysis, Brand Equity, Pricing Strategies


Department
Marketing
Course Code
MKTG 317
Professor
Edmund Gee
Lecture
9

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Case Analysis 11/25/2015
Marketing Strategy
A company’s marketing strategy must align with company strategy
and direction, which is influenced by:
oCompany mission/vision values
Internal divisions
oCustomers
Current and potential
oExternal market
I.e. Social cultural trends, technological,
legal/regulation
Must also consider
oMarket segments
Target market
o4Ps
Strategy Alternatives
Must now talk about all 4Ps
oProduct
oPrice
oPlace
oPromotion

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Product Strategy
Concepts/models that can be used?
oProduct layers model
oPackaging and its functions
oBranding
Line extension/brand extension
Brand extension = diversification or product
development
oProduct Life Cycle
oRate of adoption factors
Must describe actions to be taken
oUse action verbs
Pricing Strategy
Concepts/models that can be used?
oPricing strategies
Skimming
Penetration
oPricing approaches
Cost-based, market-based, or combination
oMarkups/margins
oBreak even analysis

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Place Strategy
Concepts/models that can be used?
oChannels
Direct/Indirect
oChannel types
Contractual/administered
oSupply chain
oRetailing
Store image model
Can talk about store design if you aren’t
suggesting they open their own retail store
Must describe actions to be taken
oUse action words
Promotion Strategy
Concepts/models that can be used?
oIMC
oCommunication Objectives
oCommunications strategies
Asymmetrical/symmetrical
One-way/two-way
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