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TOPIC 2: MARKETING

Role
Influences
Process
Strategies


​Marketing Strategies

• market segmentation, product/service differentiation and positioning
• products - goods and/or services
- branding
- packaging
• price including pricing methods - cost, market, competition-based
- pricing strategies - skimming, penetration, loss leaders, price points
- price and quality interaction
• promotion
- elements of the promotion mix - advertising, personal selling and relationship marketing, sales promotions, publicity and public relations
- the communication process - opinion leaders, word of mouth
• place/distribution
- distribution channels
- channel choice - intensive, selective, exclusive
- physical distribution issues - transport, warehousing, inventory 
• people, processes and physical evidence
• e-marketing
• global marketing
- global branding
- standardisation
- customisation
- global pricing
- competitive positioning

Market segmentation

  • the hyperlinked worksheet provides an overview of how market segmentation links to market research and target markets.
  • See this biz/ed (no longer exists) PowerPoint of The Marketing Mix.

The 7 Ps

The Extended Marketing Mix (7 Ps) - tutor2u

Products

  • Marketing products versus marketing services: Read this article from Chron
  • Branding: Read the Chron article Definition of Product Branding Strategy
  • Packaging: Read the Business 2 Community article Packaging Can Make or Break Your Marketing Strategy
Read through Tutor2u's slideshow (requires flash) and complete the form below (you will need to scroll for all questions):

Price

TASK: Investigate on the Internet for definitions of the following terms:
  • Cost based pricing (aka mark-up pricing)
  • Market-based pricing
  • Competition-based pricing
  • Price skimming
  • Price penetration
  • Loss leader
  • Price points

Complete the Worksheet.

Promotion

People, processes and physical evidence

TASK: Read about the service marketing mix and describe a service you have experienced in terms of its people, processes and physical evidence (eg restaurant, hotel). 

E-marketing

Picture
TASK:
  • Choose a hypothetical service-based business
  • Create an overall e-marketing strategy
  • Design marketing strategies in the following areas, justifying why they are appropriate for your business: website, social media, online shopping,   Email/SMS, any other appropriate e-marketing strategy. 
(Task also available as a worksheet.)
Pic source: http://www.flickr.com/photos/safari_vacation/8066994147/

Global marketing

  • Global branding - see Chron's article The Advantages of Global Branding and Advertising
  • Standardisation
  • Customisation - see Chron's article Adaptation Marketing Strategy (adaptation is the more current term for customisation)
  • Global pricing
  • Competitive positioning - see Global Brand Power: Experiential Positioning of a Brand  (customer THINK)

McDonald's Global and Local Strategy
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  • Home
  • About
    • About
    • Education Blog
    • Writing Blog
  • Case Studies
  • Courses
  • HSIE Resources
    • HSC Business Studies >
      • Operations >
        • Role of operations management
        • Influences
        • Processes (overview) >
          • Inputs
          • Transformation processes
          • Outputs
        • Strategies
      • Marketing >
        • Role of marketing
        • Influences
        • Process
        • Strategies
      • Finance >
        • Role of Financial Management
        • Influences
        • Processes
        • Strategies
      • Human Resources >
        • Role of human resource management
        • Influences
        • Processes
        • Strategies
        • Effectiveness
    • Preliminary Business Studies >
      • Nature of Business >
        • Role of business
        • Types of businesses
        • Influences
        • Business growth and decline
      • Business Management >
        • Nature of management
        • Management approaches
        • Management process
        • Management and change
      • Business Planning >
        • SMEs
        • Influences
        • Business Planning Process
        • Critical Issues
    • Economics >
      • Introduction to Economics >
        • The nature of economics
        • The operation of an economy
      • Consumers and Businesses >
        • Businesses
      • Markets >
        • Demand
        • Supply
        • Market equilibrium
        • Market structures
      • Labour Market >
        • Demand and supply of labour
        • Labour market trends
      • Economic Issues >
        • Economic growth
        • Unemployment
        • Inflation
        • External Stability
        • Distribution of Income and Wealth
        • Environmental Sustainability
    • Society and Culture >
      • Course Framework
      • Research Methods
      • P1: Social and Cultural World
      • P2 Personal and Social Identity
      • P3: Intercultural Communication
      • PIP
      • H1: Social and Cultural Continuity and Change
      • H2: Popular Culture - Social Media
      • H3: Equality and Difference
    • Geography (old syllabus) >
      • Coastal Management
      • Urban Growth and Decline
      • Human Rights
  • Contact