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An organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing
strategy should be drawn from market research and focus on the right product mix in order to achieve the
maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan.
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Marketing Strategy
At the heart of any business strategy is a marketing strategy
c. Communications
How will people be informed about your product,
showing them how it can be useful, and persuading them to buy it?
What role should branding play?
d. Support and Service
How does the customer get help if needed to make
the product work and replacing or repairing it when its broken?
The DMU) consists of all of the people who will play a role
in the decision to purchase a product. The marketing mix program must understand
the needs of each of these
individuals and find a way to
communicate the marketing message to each of them. These people are typically
identified as:
For example:
A company has decided to pick a workstation standard
The engineering VP will make the decision.
Since the standard affects all software engineers within the company, an evaluation
team is formed to make the recommendation.
The evaluation team hires a consultant to research alternatives. The consultant has
great influence due to his strong technical background.
Recent magazine articles are also reviewed.
After a few months, the evaluation team makes a recommendation and the VP
R&D decides to accept it and go ahead.
The purchasing manager is asked to negotiate the best deal.
The salesperson for the winning workstation company was on top of and
influenced every person at every stage of the decision making process.