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THE Marketing Study Guide

THE Marketing Study Guide

Prepared by a marketing lecturer, designed for university-level students

  • About
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles

Tag: strategy

Overview of the marketing environment

The three components of the marketing environment

The most appropriate marketing strategy for an organization will depend upon the marketing environment in which it operates. There are three broad categories of the marketing environment, which are:

  1. The internal environment,
  2. The
… Read more...
Author Geoff FrippPosted on Categories Marketing EnvironmentTags environment, strategy

Understanding core competencies in marketing

Marketing strategy and core competencies

One of the very common analytical approaches in strategic planning is SWOT analysis. The first letter stands for “strengths” and the first letter stands for “opportunities”. These two letters, or parts of the SWOT analysis, … Read more...

Author Geoff FrippPosted on Categories Marketing Strategy, swotTags examples, strategy

Examples of core competencies

What are core competencies?

Core competencies are special skills and capabilities of the firm that provides some competitive advantage in the marketplace. We are primarily interested in those skills and capabilities that allow the firm/brand to deliver superior customer value.… Read more...

Author Geoff FrippPosted on Categories Marketing Strategy, swotTags examples, strategy

How marketing strategy guides marketing decisions

Any organization/brand is faced with an almost unlimited selection of choices and opportunities in the marketplace. For example, there are literally thousands of different ways that firms can choose to promote their activities. There are millions of different products available … Read more...

Author Geoff FrippPosted on Categories Marketing Mix, Marketing StrategyTags marketing mix, strategy, swot, tactics

Difference between marketing strategy and tactics

 

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 … Read more...

Author Geoff FrippPosted on Categories Marketing Plans, Marketing StrategyTags marketing mix, strategy, tactics

Difference between Marketing and Financial Goals

 

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

… Read more...
Author Geoff FrippPosted on Categories Marketing Plans, Marketing Strategy, MetricsTags goals, strategy

What is the marketing mix?

 

Overview of the 4P’s Marketing Mix

A key model in marketing is the marketing mix, usually known as the 4P’s (where the 4P’s are product, price, place and promotion). The 4P’s marketing mix model is commonly covered in all … Read more...

Author Geoff FrippPosted on Categories Introductory Concepts, Marketing MixTags marketing mix, strategy, tactics

Why under-promising and over-delivering is a poor strategy

 

Don’t Under-promise and Over-deliver!

It’s a common cliché to under-promise and over-deliver, which even some marketing consultants and professional speakers have tended to suggest. The problem with this approach is that it is based on a very simplistic understanding … Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Introductory Concepts, Services MarketingTags communications, strategy

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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