Feb 202015
 

What is undifferentiated marketing? Undifferentiated marketing occurs when a marketing mix is designed for the general needs of an overall market, without regard for the needs of the different segments in that market. What is concentrated marketing? Concentrated marketing is focusing the firm’s market entire offering solely on the needs Read full article…

Feb 172015
 
Why classify consumer products?

Please note that this is one article on the consumer products classification system, which discusses why this classification system is helpful. There are also other articles on this website that discuss how products are classified and how the system guides marketing mix decisions – also please refer to Related Topics Read full article…

Sep 042014
 

  New-to-the-world products are one of several classifications of new products (please see separate article). Other classifications of new products include: new categories, product line extensions, product improvements and product repositioning. Risks of new-to-the-world products Although there are many potential advantages, as outlined above, for introducing a new-to-the-world product, this Read full article…

Sep 032014
 

  NAB’s Repositioning in the Australian Banking Market This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core Read full article…

Aug 262014
 

  It is sometimes confusing distinguishing between strategies and tactics as they refer to interdependent aspects of marketing activities. Basically, strategy refers to major decisions that impact the competitive position of a firm, whereas tactics are the activities that support and deliver the strategy. As an example, one aspect of Read full article…

Aug 262014
 

  The strategic hierarchy relates to large firms only. They own multiple businesses and will structure their strategic decisions accordingly. Below is a list of examples of strategic hierarchy decisions. This is important to understand as different types of marketing and strategic decisions are made at different levels in the Read full article…

Aug 262014
 
What is the strategic hierarchy?

  When you study a marketing textbook, often the concept of the strategic hierarchy is discussed in the chapter covering marketing strategy. This model is designed to demonstrate that different strategic decisions are made at different levels in large corporations. (Please note the that strategic hierarchy concept is only applicable Read full article…

Aug 262014
 

  Marketing strategy is designed to deliver short-term financial and marketing goals and to build and strengthen the firm’s competitive advantages over time. A firm that has significant competitive advantages will enjoy greater profitability and stability of performance. Difference between short and long-term marketing goals Marketing strategy is expected to Read full article…

Aug 262014
 
The GLAD Model of Marketing Strategy

  Marketing strategy is designed to deliver short-term financial and marketing goals and to build and strengthen the firm’s competitive advantages over time. A firm that has significant competitive advantages will enjoy greater profitability and stability of performance. An excellent way to understand this concept is through the GLAD model Read full article…

Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Jul 202014
 
Using Porter’s Value Chain

  Michael Porter outlined the value chain model in his book “competitive advantage”.(Here is a link to Google books for this textbook.) Porter’s Value Chain is a model that is sometimes included in a marketing principles textbook, but is more commonly found in a book on marketing strategy. Using Porter’s Read full article…

Jul 202014
 
Structure of Porter’s Value Chain

  Creating value for customers is a fundamental aspect in marketing success. To aid the process of value creation, Michael Porter developed tool for finding new ways to create customer value, which he refers to as the “the value chain”. Nine components of Porter’s Value Chain Porter’s value chain focuses Read full article…

Jul 182014
 
The strategy hierarchy

  The strategy hierarchy is often taught in business and marketing schools today, stating that a strategy can be formulated at three different levels: corporate level, strategic business unit level (SBU), and functional (or departmental) level. It is important concept to understand because at these different levels, different strategic issues Read full article…