STRATEGICMARKETINGISSUES

SOUMYASARKAR

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

BrandStrategy Singlevs. Multi-brand

Brandingstrategy

Introductionofanewproduct(entryintoanewproductcategory)withanexisting brandnamevs.a

newbrandname

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StrategicChoicesDecisionIssues

Howtocompete?

ChannelStrategy

Singlevs. Multi-channel

Onlinevs. onlineandoffline

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StrategicChoicesDecisionIssues

Howtocompete?

Distribution(intensity)Strategy

Intensivevs.selectivevs.exclusive

PositioningStrategy

Relative tothepositioning ofitscompetitors’product

offerings

Inindividual marketsegmentsrelative tothepositioning ofitsofferingsinothersegments

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StrategicChoicesDecisionIssues

Howtocompete?

PricingStrategyMarket

penetrationvs.marketskimming

ProductLineStrategy Broadvs. narrow

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StrategicChoicesDecisionIssues

Howtocompete? PromotionStrategy Predominantlypushvs.predominantlypull

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompeteinindividualcountry

markets?

MultinationalMarketingStrategy/Global

CompetitiveMarketingStrategy

Standardizationofspecificcompetitive marketingvariables acrosscountry

marketsvs. partialstandardization/partialadaptationacrosscountrymarketsvs. adaptation toindividual countrymarkets

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Wheretocompete?

TargetMarketStrategy

Market(s)toserveMarket

segment(s)toserve

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StrategicChoicesDecisionIssues

Wheretocompeteandhow

tocompete?

BusinessScopeStrategy

Customerfunctionstoserve(Customerneeds tosatisfy)

Customergroupstoserve(Marketsandmarketsegmentsto

serve)

Technologiestoutilize

Stagesofthevalueaddedsystemtoparticipatein

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StrategicChoicesDecisionIssues

Where tocompeteandhowtocompete?

Product-marketCoverageStrategy

Single product-marketconcentration vs. marketspecialization vs. productspecialization vs. selective

product-marketspecialization vs. full

product-market coverage

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StrategicChoicesDecisionIssues

Howtoenter/exitaproduct-market?

MarketEntryStrategy

Internaldevelopmentvs. acquisitionvs.jointventure/strategicalliance

MarketExitStrategy Spin-offvs. sell-offvs. phaseout

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StrategicChoicesDecisionIssues

Whatshouldbetherelativeemphasisonalternativegrowth

strategies?

Product-MarketGrowthStrategies

Marketpenetrationvs. market

developmentvs.productdevelopment

InnovationStrategies Radicalvs.incremental

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StrategicChoicesDecisionIssues

Whatshouldbetherelativeemphasisonalternative

growthstrategies?

NewProductDevelopmentStrategies

Development ofvarietyextensionvs.replacement vs. competitive substitutevs.

newtothe firmvs. newtotheworld

CustomerRetentionversus

Acquisition

Retainingpresentcustomers (defensivestrategy)vs. acquiring newcustomers

(offensivestrategy)

CRMStrategy

Marketingprogramsemployedfor:acquiringnewcustomers,retainingpresentcustomers,recapturinglostcustomers,reactivatingdormantcustomers,enhancingtheprofitabilityand/orrevenuestreamsofrelationships

withpresentcustomers