1 An Overview of Strategic Marketing
Video Game Wars…
A Defining Marketing
Two parties with needs
Voluntary exchange
Each party with something of value
Communication
Definition of Marketing?
1. Marketing Focuses on Customers
Target market?
Ghupa Chups – Global Marketing
2. The Four Ps
Marketing Mix?
Product
Place (Distribution)
Promotion
Price
3. Exchange Relationships
4. Dynamic Environment
B Marketing Concept
What is it and provide some examples of its application:
1. Evolution
Production-Orientation Stage
Sales-Orientation Stage
Marketing-Orientation Stage
2. Implementation
C Managing Customer Relationships
CRM: using customer info to create marketing strategies that develop and sustain customer
relationships.
Provide some examples of CRM and how does Home Depot do it?
D Value-Drive Marketing
E Marketing Management:
Planning:
Organizing:
Implementation:
Control:
F Marketing in the Global Economy
Marketing costs consume a sizable portion of buyer’s dollars
Marketing is used in non-profits
Marketing is important
Marketing fuels our economy
Marketing enhances awareness
Marketing connects through technology
Marketing promotes welfare
Marketing offers career opportunities
VIDEO CASE: Harte-Hanks
Case 1.2 Montgomery Ward