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marketing strategy Session 1 • • • • Business Strategy Marketing Strategy Marketing Plans Marketing Actions Learning objectives 1. To be able to recall business strategy requirements which influence marketing strategy 2. To describe a marketing strategy process 3. To explain the difference between marketing strategies and marketing plans and their use 4. To describe and evaluate 2 possible ...

Outline of session • Individual behavior – General behavior – Specific purchase behavior • Group behavior – Families – Businesses Demands of marketing • Marketers need to understand – What INDIVIDUALS OR GROUPS buy – Who buys as an individual or in the group – When the individual or group buys – Where they buy – Why they buy – How they buy Individual Behaviour Stimulus “You should have” ...