Basic principles of strategic marketing

The ideal market segments have compelling needs or preferences that the business is equipped to service. By clearly defining the nature of the marketplace, a company can develop appealing solutions with distinct benefits relative to competing brands.

Basic principles of strategic marketing

Undergraduate Study

And if even one element is off the mark, a promising product or service can fail completely and end up costing the company substantially. The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. Price, Product, Promotion, and Place.

But the 4Ps serve as a great place to start planning for the product or even to evaluate an existing product offering. All products follow a logical product life Basic principles of strategic marketing and it is vital for marketers to understand and plan for the various stages and their unique challenges.

It is key to understand those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product need to be studied.

Business Planning and Marketing Strategy

In addition, the potential buyers of the product need to be identified and understood. Price Price covers the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells.

This is linked to what the perceived value of the product is to the customer rather than an objective costing of the product on offer. If a product is priced higher or lower than its perceived value, then it will not sell.

This is why it is imperative to understand how a customer sees what you are selling. If there is a positive customer value, than a product may be successfully priced higher than its objective monetary value.

Conversely, if a product has little value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be affected by distribution plans, value chain costs and markups and how competitors price a rival product.

Promotion The marketing communication strategies and techniques all fall under the promotion heading. These may include advertisingsales promotions, special offers and public relations. Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to.

It is important to differentiate between marketing and promotion.

About the Program

Promotion is just the communication aspect of the entire marketing function. Place Place or placement has to do with how the product will be provided to the customer. Distribution is a key element of placement.

The placement strategy will help assess what channel is the most suited to a product. How a product is accessed by the end user also needs to compliment the rest of the product strategy. And get regular tips and tricks on topics such as marketing, financing, strategy, and management, so you can start and grow your company more successful.

Together, elements in these four categories help develop marketing strategies and tactics.The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs.

Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent best /5(71).

The Basic Principles of Strategic Communication. Good afternoon, friends, and welcome to our short course on communication.

Let’s consider the most basic elements of communication to understand how to match our behaviour with the environment we are trying to deliver a message to.

Communication is much like marketing. Marketing managers.

Basic principles of strategic marketing

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Basic principles of strategic marketing

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Lecture The Basic Principles of Strategic Communication