Chapter

Developing
Market Strategies
 Marketing Concept
 Market Research
 Marketing Strategy
 Product Life Cycle
 Packaging
 Pricing
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 Marketing Concept

“…Giving Special
Consideration To The Needs,
Desires, And Wishes Of
Present And Prospective
Customers.”
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 Elements Of Marketing Concept

1) Customer Orientation

2) Goal Orientation

3) Systems Approach

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 E-Commerce
“…Technology-Mediated Exchanges
Between Parties As Well As The
Electronically Based Intra- Or
Interorganizational Activities That
Facilitate Such Exchanges.”

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 Marketing research
The process or set of processes that links
the producers, customers, and end users to
the marketer through information used to
identify and define marketing opportunities
and problems; generate, refine, and
evaluate marketing actions; monitor
marketing performance; and improve
understanding of marketing as a process.
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 7-6
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 Sources Of Information
Existing Information
Primary Research
Specialized Techniques
Web
Computerized Databases

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 Marketing Strategy
Set Objectives
Choose Target Market
Market Segmentation
Shifting Target Markets
Regional Purchasing Differences

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 Marketing Mix
The marketing mix refers to the set of
actions, or tactics, that a company uses
to promote its brand or product in the
market. The 4Ps make up a typical
marketing mix - Product, Place,
Promotion and Price.

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 Marketing Mix (4 Ps)
Product
Place
Promotion
Price
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 Product Life Cycle
A new product progresses through a
sequence of stages from introduction to
growth, maturity, and decline. This
sequence is known as the product life
cycle and is associated with changes in the
marketing situation, thus impacting the
marketing strategy and the marketing mix.

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 Product Life Cycle

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 Packaging
Packaging is the science, art and
technology of enclosing or protecting
products for distribution, storage,
sale, and use. Packaging also refers to
the process of designing, evaluating,
and producing packages.

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 Packaging
Product
Promotes
Protects
Identification
Improves Product Convenience
Promotes Brand Recognition
Influences Buying Decision
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 Pricing
Pricing is the process whereby a
business sets the price at which it
will sell its products and services,
and may be part of the business's
marketing plan.

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 Pricing (4 Cs)
Customer
Company
Competition
Constraints
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