MARKETING
STRATEGY

Textbook, Chapter 16 [pg 198-206]

Name: …………………………………………………

Class: …………

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Learning outcomes:
Justify marketing strategy appropriate to a given situation:
• Importance of different elements of the marketing mix in influencing
consumer decisions in given circumstances.
• Recommend and justify an appropriate marketing strategy in given
circumstances.

The nature and impact of legal controls related to marketing:

• Impact of legal controls on marketing strategy, eg: misleading promotion,
faulty and dangerous goods.

The opportunities and problems of entering new markets abroad:

• Growth potential of new markets in other countries.
• Problems of entering foreign markets, eg: cultural differences and lack of
knowledge.
• Benefits and limitations of methods to overcome such probles, eg: joint-
venture.

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Marketing Mix

1. P__________

2. P__________

3. P__________

4. P__________

Definitions to learn:

Marketing strategy _______________________________________

___________________________________________________________

Entering New Markets Abroad

Opportunities
1) G________ for new markets in other countries.

2) Home markets might be saturated.

3) W_____ choice of location.

4) T_________ barriers have been lowered in many parts of the world.

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Problems

1) L________ of knowledge.

2) C________ differences.

3) E________ rate changes.

4) I_________ restrictions.

5) I__________ risk of non-payment.

6) I_________ transport costs.

Methods to overcome the problems of entering new markets abroad

1) J_____________

2) L_____________

3) I______________

4) L______________

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