Marketing Strategy

  1. Marketing Mix Strategy Development
    1. Product Strategy
      1. Product Concept and Levels
        1. Core Product
          1. Actual Product
            1. Augmented Product
            2. Product Classifications
              1. Consumer Products
                1. Convenience Products
                  1. Shopping Products
                    1. Specialty Products
                      1. Unsought Products
                      2. Industrial Products
                        1. Materials and Parts
                          1. Capital Items
                            1. Supplies and Services
                          2. Product Portfolio Management
                            1. Product Line Decisions
                              1. Line Length
                                1. Line Filling
                                  1. Line Stretching
                                    1. Line Modernization
                                      1. Line Featuring
                                      2. Product Mix Decisions
                                        1. Width
                                          1. Length
                                            1. Depth
                                              1. Consistency
                                            2. Brand Strategy
                                              1. Brand Equity Building
                                                1. Brand Awareness
                                                  1. Brand Associations
                                                    1. Perceived Quality
                                                      1. Brand Loyalty
                                                      2. Brand Architecture
                                                        1. Brand Hierarchy
                                                          1. Brand Portfolio
                                                            1. Brand Extensions
                                                            2. Brand Positioning
                                                              1. Brand Identity Development
                                                              2. New Product Development
                                                                1. Innovation Strategy
                                                                  1. Idea Generation
                                                                    1. Concept Development
                                                                      1. Business Analysis
                                                                        1. Product Development
                                                                          1. Market Testing
                                                                            1. Commercialization
                                                                            2. Product Life Cycle Management
                                                                              1. Introduction Stage Strategies
                                                                                1. Growth Stage Strategies
                                                                                  1. Maturity Stage Strategies
                                                                                    1. Decline Stage Strategies
                                                                                  2. Pricing Strategy
                                                                                    1. Pricing Objectives
                                                                                      1. Profit Maximization
                                                                                        1. Revenue Maximization
                                                                                          1. Market Share Growth
                                                                                            1. Market Skimming
                                                                                              1. Market Penetration
                                                                                                1. Survival
                                                                                                  1. Status Quo
                                                                                                  2. Pricing Environment Analysis
                                                                                                    1. Internal Factors
                                                                                                      1. Marketing Objectives
                                                                                                        1. Marketing Mix Strategy
                                                                                                          1. Costs
                                                                                                            1. Organizational Considerations
                                                                                                            2. External Factors
                                                                                                              1. Market and Demand
                                                                                                                1. Competition
                                                                                                                  1. Economic Conditions
                                                                                                                    1. Government Regulations
                                                                                                                  2. Pricing Methods
                                                                                                                    1. Cost-Based Pricing
                                                                                                                      1. Cost-Plus Pricing
                                                                                                                        1. Break-Even Pricing
                                                                                                                          1. Target Return Pricing
                                                                                                                          2. Value-Based Pricing
                                                                                                                            1. Perceived Value Pricing
                                                                                                                              1. Value-in-Use Pricing
                                                                                                                                1. Economic Value Pricing
                                                                                                                                2. Competition-Based Pricing
                                                                                                                                  1. Going Rate Pricing
                                                                                                                                    1. Sealed Bid Pricing
                                                                                                                                  2. Pricing Strategies
                                                                                                                                    1. New Product Pricing
                                                                                                                                      1. Price Skimming
                                                                                                                                        1. Penetration Pricing
                                                                                                                                        2. Product Mix Pricing
                                                                                                                                          1. Product Line Pricing
                                                                                                                                            1. Optional Product Pricing
                                                                                                                                              1. Captive Product Pricing
                                                                                                                                                1. By-Product Pricing
                                                                                                                                                  1. Product Bundle Pricing
                                                                                                                                                  2. Price Adjustment Strategies
                                                                                                                                                    1. Discount Pricing
                                                                                                                                                      1. Allowance Pricing
                                                                                                                                                        1. Segmented Pricing
                                                                                                                                                          1. Psychological Pricing
                                                                                                                                                            1. Promotional Pricing
                                                                                                                                                              1. Geographical Pricing
                                                                                                                                                                1. Dynamic Pricing
                                                                                                                                                            2. Distribution Strategy
                                                                                                                                                              1. Channel Strategy Fundamentals
                                                                                                                                                                1. Channel Functions
                                                                                                                                                                  1. Channel Levels
                                                                                                                                                                    1. Channel Types
                                                                                                                                                                      1. Channel Design Process
                                                                                                                                                                      2. Channel Design Decisions
                                                                                                                                                                        1. Customer Needs Analysis
                                                                                                                                                                          1. Channel Objectives
                                                                                                                                                                            1. Channel Alternatives
                                                                                                                                                                              1. Channel Evaluation
                                                                                                                                                                                1. Channel Selection
                                                                                                                                                                                2. Channel Management
                                                                                                                                                                                  1. Channel Member Selection
                                                                                                                                                                                    1. Channel Motivation
                                                                                                                                                                                      1. Channel Evaluation
                                                                                                                                                                                        1. Channel Modification
                                                                                                                                                                                        2. Channel Conflict Management
                                                                                                                                                                                          1. Conflict Types
                                                                                                                                                                                            1. Conflict Causes
                                                                                                                                                                                              1. Conflict Resolution
                                                                                                                                                                                              2. Supply Chain Management
                                                                                                                                                                                                1. Logistics Functions
                                                                                                                                                                                                  1. Order Processing
                                                                                                                                                                                                    1. Warehousing
                                                                                                                                                                                                      1. Inventory Management
                                                                                                                                                                                                        1. Transportation
                                                                                                                                                                                                        2. Supply Chain Integration
                                                                                                                                                                                                          1. Supply Chain Optimization
                                                                                                                                                                                                          2. Retail Strategy
                                                                                                                                                                                                            1. Retail Types
                                                                                                                                                                                                              1. Store Location
                                                                                                                                                                                                                1. Merchandising
                                                                                                                                                                                                                  1. Store Atmosphere
                                                                                                                                                                                                                  2. Digital Distribution
                                                                                                                                                                                                                    1. E-commerce Channels
                                                                                                                                                                                                                      1. Omnichannel Strategy
                                                                                                                                                                                                                        1. Mobile Commerce
                                                                                                                                                                                                                      2. Promotion Strategy
                                                                                                                                                                                                                        1. Integrated Marketing Communications
                                                                                                                                                                                                                          1. IMC Concept
                                                                                                                                                                                                                            1. Communication Process
                                                                                                                                                                                                                              1. Promotion Mix Elements
                                                                                                                                                                                                                                1. IMC Planning Process
                                                                                                                                                                                                                                2. Advertising Strategy
                                                                                                                                                                                                                                  1. Advertising Objectives
                                                                                                                                                                                                                                    1. Message Strategy
                                                                                                                                                                                                                                      1. Media Strategy
                                                                                                                                                                                                                                        1. Creative Strategy
                                                                                                                                                                                                                                          1. Campaign Evaluation
                                                                                                                                                                                                                                          2. Sales Promotion
                                                                                                                                                                                                                                            1. Consumer Promotions
                                                                                                                                                                                                                                              1. Samples
                                                                                                                                                                                                                                                1. Coupons
                                                                                                                                                                                                                                                  1. Cash Refunds
                                                                                                                                                                                                                                                    1. Price Packs
                                                                                                                                                                                                                                                      1. Premiums
                                                                                                                                                                                                                                                        1. Contests and Sweepstakes
                                                                                                                                                                                                                                                        2. Trade Promotions
                                                                                                                                                                                                                                                          1. Discount Allowances
                                                                                                                                                                                                                                                            1. Merchandise Allowances
                                                                                                                                                                                                                                                              1. Push Money
                                                                                                                                                                                                                                                                1. Free Goods
                                                                                                                                                                                                                                                                  1. Trade Shows
                                                                                                                                                                                                                                                                2. Public Relations
                                                                                                                                                                                                                                                                  1. PR Objectives
                                                                                                                                                                                                                                                                    1. PR Tools
                                                                                                                                                                                                                                                                      1. Press Relations
                                                                                                                                                                                                                                                                        1. Product Publicity
                                                                                                                                                                                                                                                                          1. Corporate Communications
                                                                                                                                                                                                                                                                            1. Lobbying
                                                                                                                                                                                                                                                                              1. Counseling
                                                                                                                                                                                                                                                                              2. Crisis Management
                                                                                                                                                                                                                                                                              3. Personal Selling
                                                                                                                                                                                                                                                                                1. Sales Force Strategy
                                                                                                                                                                                                                                                                                  1. Sales Force Structure
                                                                                                                                                                                                                                                                                    1. Sales Force Management
                                                                                                                                                                                                                                                                                      1. Sales Process
                                                                                                                                                                                                                                                                                        1. Relationship Selling
                                                                                                                                                                                                                                                                                        2. Direct Marketing
                                                                                                                                                                                                                                                                                          1. Direct Mail
                                                                                                                                                                                                                                                                                            1. Telemarketing
                                                                                                                                                                                                                                                                                              1. Email Marketing
                                                                                                                                                                                                                                                                                                1. Mobile Marketing
                                                                                                                                                                                                                                                                                                  1. Online Marketing

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                                                                                                                                                                                                                                                                                              8. Growth and Competitive Strategies