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Ch 7: Marketing Strategy

About This Chapter

Watch video lessons and learn about the elements of a successful marketing strategy. The quizzes following each lesson will check on your comprehension and help you see what you still need to study.

Marketing Strategy - Chapter Summary and Learning Objectives

When a new product is brought to market, there are many factors that must be carefully considered and researched. Among these is the issue of to whom the product will be targeted. Targeting can be done on several different bases including demographics, geographic, psychological characteristics, benefits and more. Plus, the product must be carefully positioned -- is it meant for a high-end user? Or for a mass-market audience?

In this chapter, we'll examine the issues that go into developing an effective marketing strategy. The short videos are accompanied by self-assessment quizzes and transcripts. You can also send questions to an instructor if you need help with a concept. By viewing these video lessons, you'll learn things such as:

  • Why market segments are important
  • Types of market segmentation
  • Target marketing strategies
  • Positioning a product
  • Differentiating a product from similar products
  • The value proposition in marketing

VideoObjective
Market Segmentation: Why Market Segments Are Important to MarketersDefine market segment and why it is important to marketers.
Market Segmentation: Geographic, Demographic, Psychographic & MoreExplain the ways marketers can segment markets.
How to Segment Business Markets Step-by-StepDescribe the steps taken in segmenting a market successfully.
Various Types of Target Marketing StrategiesIdentify and define the types of target marketing strategies.
Positioning & Differentiation in Consumer MarketingRecognize how positioning relates to consumers.
The Role of Value Proposition in MarketingExplain value proposition and its role in marketing.

6 Lessons in Chapter 7: Marketing Strategy
Test your knowledge with a 30-question chapter practice test
Market Segmentation: Why Market Segments Are Important to Marketers

1. 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!

Market Segmentation: Geographic, Demographic, Psychographic & More

2. 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.

How to Segment Business Markets Step-by-Step

3. 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.

Various Types of Target Marketing Strategies

4. Various Types of Target Marketing Strategies

Watch this video lesson, and you will learn about the ways in which businesses can market themselves. You will see that different products and services require different form of marketing to be successful.

Positioning and Differentiation in Consumer Marketing

5. 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.

The Role of the Value Proposition in Marketing

6. The Role of the Value Proposition in Marketing

A central strategy for marketers is value proposition, by which companies try to demonstrate why consumers should purchase their goods. This lesson shows how it works, as well as some real-life examples.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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