Marketing Strategy Articles & Resources

International Marketing


The benefits of using the Internet to exploit international markets are straightforward: Additional revenue can be generated from new international markets. Higher margins, or profits because of lower costs, since: less need for local agents and distributors less need for local fulfilment infrastructure such as shops or distribution centres less need for the expense of [.....]

Marketing Planning Framework


A MARKETING PLAN AS AN OPERATIONAL FRAMEWORK A marketing plan provides a framework for the organization's activities. In addition to the mission and the statement of strategic intent, the marketing plan sets out plans for every aspect of the strategies to be pursued towards the organization's goals. At various levels of the organization, the [.....]

What is a Marketing Plan?


What Is A Marketing Plan? A marketing plan is a detailed set of strategies for communicating, promoting, and delivering a product or service to a defined audience. A marketing plan may cover media advertising, social media, public relations, sponsorship, direct mail, and more. There is a lot of jargon in the world of marketing, [.....]

Integrated Marketing Communications


Integrated Marketing Communications Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one [.....]

Marketing Strategy


Let's look at Strategy. Strategy is a word that generates much confusion because different people use it in different ways. And of course, there are different levels of strategy. For example: Corporate Strategy, Marketing Strategy, Advertising Strategy, Creative Strategy, Media Strategy. Regardless of level, strategy can be defined as the overall direction which summarises how [.....]

Marketing Mix


It is a framework which helps to structure the approach to each market. The mix is a bundle of variables which are offered to the customer. These include the product or service itself (its advantages); its availability (the place where and when it is available, delivered or distributed); its image (the way it is [.....]



Although, 'product', in marketing terms, can mean goods and services, we are going to concentrate on goods. In a pure marketing sense, products themselves have no value. But their benefits do. Customers buy benefits. Although products are made in factories, what customers buy are the benefits. Cars are bought not because they are cars but [.....]



A segment is a unique group of customers (or potential customers) who share some common characteristics which make them different from other groups of customers. People are different. Some segments may have different needs, they may require different versions of the same product; they may pay different prices; they may buy in different places; they [.....]



Tomorrow morning you are going to wake up, breakfast, and leave the house. On the way to the bus-stop or the station you will buy a newspaper. Which one? The prices are different. How much will you pay? Prices vary according to situations. Different prices reflect what different customers are prepared, and able, to pay. [.....]

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