Strategic Marketing and Communications: A Comprehensive Approach
Marketing Plan
An instrument for directing and coordinating the marketing effort. Strategic: Lays out the target market and the firm’s value proposition based on the analysis of the best market opportunities. Tactical: Specifies marketing tactics like product features, promotion, pricing, and sales channels.
Communication Strategy
Push: To influence end-user consumers, they use the manufacturer’s sales force, trade promotion, and money. Pull: Uses advertising and promotion to persuade consumers to
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Defining and Selecting the Target Audience in MCAD
Once the company has identified opportunities for segmentation of the Mechanical Computer-Aided Design (MCAD) market, it must decide which and how many segments to target.
Rating MCAD Segments
In the assessment of different segments of MCAD, a company must look primarily at two factors:
- Attractive structural segment: Size, growth, profitability, economies of scale, and low risk.
- Resources and business objectives: The segment must align with the company’
Strategic Business Analysis and Problem Solving Framework
Focused Summary
Provide a concise summary (5-7 sentences) focusing on the key aspects of the business case. Avoid drawing conclusions about specific companies, products, or services. Highlight key players, critical events, the main organizational problem, and the current decision that needs to be made.
Problems
Dedicate one to one and a third pages to identify and describe distinct problems. Each paragraph should:
- Identify and describe one distinct problem.
- Provide examples from the case that showcase
Marketing Channels and Customer Loyalty Strategies
Traditional Marketing Channels
Traditional marketing channels build awareness, inform, persuade, and remind. They provide factual information about services and educate customers about product features and capabilities.
Public Relations to Stimulate Positive Interest
A basic element of public relations (PR) is the preparation and distribution of press releases (including photos and/or videos) that feature stories about the company, its products, or its employees. This stimulates positive interest in
Effective Marketing and Communication Strategies
Marketing combines a series of operational marketing activities, often referred to as the 4 P’s: product, price, place (sales), and promotion (communication). Businesses determine and shape their actions in the market based on these variables. Communication is a major marketing function that consists of a company’s ability to communicate with the market, with the aim of informing, persuading, and reminding customers or the public.
Key Communication Modalities
- Publicity: These are various public actions
Global Market Segmentation and Positioning Strategies
Understanding Global Market Segments
31) The efforts of global companies to reach low-income consumers in developing countries represent:
E) An effort to identify and categorize global market segments.
32) When identifying global market segments, a fundamental guiding principle should be the need to determine:
C) Similar needs and buying behavior.
Demographic Segmentation
33) Demographic segmentation is based on measurable population characteristics. Which of the following is not considered a demographic
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