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

Olya Zakharova, PhD

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