About This Chapter
Who's It For?
Anyone who needs help learning or mastering marketing strategy material will benefit from the lessons in this chapter. There is no faster or easier way to learn about marketing strategy. Among those who would benefit are:
- Students who have fallen behind in understanding strategic marketing tools and the types of market segmentation
- Students who struggle with learning disabilities or learning differences, including autism and ADHD
- Students who prefer multiple ways of learning business (visual or auditory)
- Students who have missed class time and need to catch up
- Students who need an efficient way to learn about marketing strategy
- Students who struggle to understand their teachers
- Students who attend schools without extra business learning resources
How It Works:
- Find videos in our course that cover what you need to learn or review.
- Press play and watch the video lesson.
- Refer to the video transcripts to reinforce your learning.
- Test your understanding of each lesson with short quizzes.
- Verify you're ready by completing the Marketing Strategy chapter exam.
Why It Works:
- Study Efficiently: Skip what you know, review what you don't.
- Retain What You Learn: Engaging animations and real-life examples make topics easy to grasp.
- Be Ready on Test Day: Use the Marketing Strategy chapter exam to be prepared.
- Get Extra Support: Ask our subject-matter experts any marketing strategy question. They're here to help!
- Study With Flexibility: Watch videos on any web-ready device.
Students Will Review:
This chapter helps students review the marketing strategy concepts covered in a standard business course. Topics covered include:
- Strategic marketing tools
- Market penetration and market development
- Product development and diversification
- Types of market segmentation
- Product positioning and differentiation
- Brand message and brand equity
1. Competitive Advantage: The Importance of Strategic Marketing
Companies have many options when it comes to gaining market share and increasing profits. Learn about strategic marketing and the tools companies use to their advantage.
2. How to Identify Strategic Alternatives in Marketing
Marketing managers must decide the type of strategic alternative that will be undertaken for their marketing plan. Managers can choose from four options to increase sales and profits.
3. Market Segmentation: Why Market Segments Are Important to Marketers
Marketing managers must understand the importance of segmenting a market and the specific criteria for successful segmentation. Before the 1960's, most companies tried to market products to the masses with declining success. It is important to identify key target markets!
4. Market Segmentation: Geographic, Demographic, Psychographic & More
Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.
5. How to Segment Business Markets Step-by-Step
Discover the four segments of business marketing in this lesson. You will also learn the distinguishing characteristics of each segment so you may easily identify each of them.
6. Positioning and Differentiation in Consumer Marketing
Consumers' perceptions of products and brands are influenced by the marketing and promotional plan. Marketers must identify the key characteristics that are important to the target market and then ensure that their product stands out in the minds of the consumers as the best choice for purchase.
7. Branding and Brand Equity in Business Marketing
Brand and brand equity go hand-in-hand in the marketing arena. Here, we will discuss how a brand develops and how that leads to increased brand equity.
8. Commercial Speech: Definition & Examples
Do companies have guidelines when communicating with consumers? What if they aren't telling the truth? Find the answer to these questions and more by completing this lesson on commercial speech and the guidelines surrounding it.
9. Competitive Landscape in Marketing: Definition & Example
In this lesson, we will look at the definition of competitive landscape. We will then discuss the process and apply competitive landscape to a real-life example.
10. Cross-Cultural Marketing: Definition & Overview
Cross-cultural marketing is the strategic process of marketing to consumers whose culture is different from that of the marketer's own culture. In this lesson, learn more about the definition of cross-cultural marketing and why it is important. Then test your knowledge with a quiz.
11. Cross-Promotion: Definition, Ideas & Examples
What is a cross-promotion, and how might you use one? In this lesson, we'll discuss what they are, how they work, and different ways to create them to increase sales.
12. Customer Base: Definition & Overview
A customer base is absolutely essential for business success. In this lesson, you'll learn about customer bases and important related concepts. A short quiz follows the lesson.
13. Customer Integration: Definition & Overview
This lesson discusses customer integration as a method of reducing human resource costs, and simplifying the distribution process for both the business and the customer.
14. Customer Relations: Definition & Concept
Cultivating customer relations is crucial to the success of any business. In this lesson, you'll learn about customer relations including some of its key concepts. A brief quiz follows the lesson.
15. Differentiated Products: Definition & Examples
In this lesson, we'll be looking at differentiated products, which involves how companies show that their products are different and, therefore, superior to the competition. After learning about this marketing strategy, you can test your knowledge with a quiz.
16. Early Adopters in Marketing: Definition & Overview
Early adopters are an important part of the consumer base. They are smart, engaged, and always on the lookout for something new. This lesson explores the traits of the early adopter and outlines plans for marketing to this target group.
17. Environmental Factors of Business
Environmental business factors can affect the organization in their day-to-day operations. Management needs to carefully plan and take into account these factors when doing business.
18. Focus Group: Definition, Methodologies & Example
This lesson explains what a focus group is, how focus groups are conducted, and the methodology of focus groups. The lesson will provides examples of products presented in focus groups.
19. Focus Groups: Definition, Advantages & Disadvantages
Focus groups are used in business research all the time. In this lesson, you'll learn about focus groups, as well as their advantages and disadvantages. You'll also have a chance to take a short quiz after the lesson.
20. Macro Marketing: Definition, Factors & Examples
There are products that seem customized to the consumer and others that are made for the masses. Those made for the masses utilize a macro marketing strategy. This lesson reviews the strategy and factors that impact it.
21. Market Failure: Definition, Types, Causes & Examples
In this lesson, we will examine the term market failure. We'll look at the types and causes of market failure and then test your new knowledge with a quiz.
22. Market Penetration Pricing: Strategy & Example
Sometimes a business will undercut its competition's pricing to gain a solid market share. In this lesson, you'll learn about penetration pricing strategy. You'll also have a chance to take a short quiz to reinforce your knowledge.
23. Market Research: Definition, Analysis & Methodology
Conducting a successful business is too complicated and costly to just wing it. In this lesson, you'll learn about market research and the six steps that are involved in it.
24. Observational Research in Marketing: Definition, Methods & Techniques
This lesson discusses observational research, how it is conducted, and how it can be utilized to gather qualitative market information. After completing the lesson, take the short quiz to see what you have learned.
25. Opinion-Leader in Marketing: Definition & Explanation
If you ever purchased a product based on the opinion of a well-known person or organization, an opinion leader has influenced you. In this lesson, you'll learn what an opinion leader is and how they are used in business.
26. Perceptual Mapping in Marketing: Definition, Techniques & Examples
Marketing research often involves comparative research. In this lesson, you'll learn about perceptual mapping, including its techniques and some examples. You'll also have a chance to take a short quiz to reinforce your knowledge.
27. Place Strategy in Marketing: Examples & Definition
Place strategy in marketing incorporates the distribution by which a company puts its products and services in front of the consumers. A short quiz at the end will test your understanding.
28. Private Brands: Definition & Examples
Private brands are an important marketing tool and profit center for many retailers. In this lesson, you'll learn about private brands, some related concepts, and be provided some examples.
29. Promotional Strategies in Marketing: Types & Examples
Explore the ways you can use promotional strategies to grab consumer attention. This lesson will cover ways to understand your customers and market creatively. Get examples of promotional strategies and then test your knowledge with a quiz!
30. Pull Strategy in Marketing: Definition & Examples
Do you think marketing is 'pushy'? This lesson explains the methods behind the madness. We will talk about the use of pull strategy in marketing and explore examples of how it is implemented.
31. What is Relationship Marketing? - Definition & Strategies
Relationship marketing is a buyer-friendly approach to business. In this lesson, you'll learn what relationship marketing is as well as look at some related strategies.
32. Relationship Selling: Definition, Process & Techniques
In this lesson, we'll be looking at relationship selling, which is a type of sales technique that focuses on buyer interaction. Throughout the lesson, we will explore the process and different techniques.
33. Repositioned Products: Examples & Overview
Consumers change. To keep up, companies need to consider how they present their products and services to potential customers. In this lesson, you'll learn about repositioning, read some examples, and see why it is an important marketing strategy.
34. Robinson-Patman Act Of 1936: Summary, Overview
The Robinson-Patman Act increased the pressure on large corporations to stop engaging in anti-competitive behaviors. In this lesson, you'll learn why it was necessary, what it says, and what impact it ultimately had on US businesses.
35. Strategy Implementation: Plan, Process & Examples
This lesson presents the steps necessary for successful implementation of organizational strategies. It will explain how companies formulate their strategic plan, how the plan is implemented, and appropriate examples for clarification.
36. What Is Sensitivity Analysis? - Definition & Example
How does a manager know if a change is going to have a positive impact on a business? How sensitive will the operations be to making an adjustment? Doing a sensitivity analysis will help evaluate what the potential result will be.
37. What is Innovation Strategy? - Definition & Examples
Innovation strategy is a plan to help enhance technology. In this lesson, we will discuss the use of a successful innovation strategy, how to be an innovative leader, and how to focus on innovation.
38. Market Entry Strategy: Definition & Example
In this lesson, we'll learn about market entry strategy by investigating several methods an organization can use to enter a new market. We will look at exporting, licensing, franchising, joint ventures, and more.
39. Broad Differentiation Strategy: Definition & Examples
Broad differentiation strategy is pursued by companies seeking to stand out as unique. In this lesson, you'll learn more about the strategy and some businesses using it successfully.
40. Transactional Marketing: Definition & Examples
Transactional marketing has one focus: the sale and nothing but the sale! In this lesson, you'll learn more about transactional marketing, how the marketing mix figures in and see some examples of it in action.
41. Difference Between Relationship Marketing & Transactional Marketing
One is focused on customers; the other is focused on sales. What's a marketer to do? In this lesson, we'll talk about the basics of relationship and transactional marketing and how the two are different.
42. Interactive Marketing: Strategies & Examples
Want to get consumers more engaged in your marketing messages? Try interactive marketing! In this lesson, you'll learn more about various interactive strategies and see a few brands already doing it.
43. Foreign Branding in Marketing: Definition & Examples
What do Haagen-Dazs, Au Bon Pain, and T-Mobile have in common? A little tactic known as foreign branding. In this lesson, we'll take a closer look at what this is and look at some popular brands that use it.
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