Download Topic 2: Marketing Marketing process

Topic: Marketing
IV. Marketing strategies
ii. products – branding &
packaging
Business Studies - Marketing
1. role of
marketing
4. marketing
strategies
2. influences
on marketing
3. marketing process
Marketing – IV. Marketing strategies
viii. global
marketing
i. market segmentation
and differentiation &
positioning
ii. products –
branding &
packaging
vii. emarketing
vi. people,
processes &
physical
evidence
iii. price
v.
place/distrib
ution
iv. promotion
IV. Marketing strategies – i. market segmentation
1. demographic
2. geographic
i. market segmentation
4. behavioural
3. psychographic
IV. Marketing strategies – i. (market segmentation and)
differentiation
1. Customer service
2. Environment
concerns
i. Differentiation of
product/service
4. Social &
ethical issues
3. convenience
IV. Marketing strategies – i. (market segmentation,
differentiation and) positioning
The technique in which marketers try to
create an image or identity for a
product/service compared with the image of
competing products or services
i. Positioning of
product/service
Achieved through the combination of
the extended marketing mix (the 7 Ps)
IV. Marketing strategies – ii. products
ii. Products
(goods and/ or services)
1. branding
2. packaging
IV. Marketing strategies – iii. price
iii. price
1. Pricing strategies
2. Price & quality
interaction