Download - What Is Marketing Strategy?
What Is Marketing Strategy?
Olya Zakharova, PhD
4 February 2014
RoadMap
• Setting Business Goals
• Marketing Strategy Process
• Understanding Customers
• Analyzing Marketing Opportunities
• Creating Value Proposition
• Marketing Strategy Planning
• Marketing Strategy Implementation and Control
Setting Business Goals
Marketing Strategy Process
Understanding Customers
• Segment a Market
• Establish the Segmentation Hypotheses and Variables
• Develop a Customer List
• Prioritize
• Test the Hypotheses
• Collect the Data
• Learn a Lesson
Analyzing Marketing Opportunities
Creating Value Proposition
Marketing Strategy Planning
• Who – Customer
• What – Problem
• Why – Value
• Where – Channel
• How – Marketing Tactics
• When – Action Plan
Marketing Strategy Implementation and Control
