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Adel I. El-Ansary Donna L. Harper Professor of Marketing Coggin College of Business 4567 St. Johns Bluff Road, South Jacksonville, FL 32224-2675 www.unf.edu/~aelansar/ email: [email protected] A. El-Ansary 2005 Foundations of Marketing Strategy Company Customer Competitors A. El-Ansary 2005 Strategy Formulation Tier I : Marketing Strategies A. El-Ansary 2005 Market Segmentation Consumer Behavior A. El-Ansary 2005 Market Segmentation Consumer Behavior Targeting A. El-Ansary 2005 Market Segmentation Consumer Behavior Offer Targeting A. El-Ansary 2005 Goods Services Experiences Market Segmentation Consumer Behavior Offer Targeting A. El-Ansary 2005 Goods Services Experiences Market Segmentation Consumer Behavior Offer Targeting Competitors A. El-Ansary 2005 Goods Services Experiences Market Segmentation Consumer Behavior Targeting Competitors A. El-Ansary 2005 Offer Goods Services Experiences Market Segmentation Targeting Consumer Behavior Branding Competitors A. El-Ansary 2005 Offer Goods Services Experiences Strategy Implementation Tier II : Marketing Mix & Customer Relationship Management A. El-Ansary 2005 Segmentation Product/ Service/ Experience Targeting Differentiation Positioning X X Brand Price Distribution X X X X X X IMCM* / Promotion CRM X X *IMCM: Integrated Marketing Communication Mix A. El-Ansary 2005 Marketing Strategy A Focus on the Customer A. El-Ansary 2005 Antecedents Creating Customer Experience Structure Strategy Improve Productivity Create Customer Value Achieve Customer Satisfaction Operations A. El-Ansary 2005 Engender Customer Loyalty Consequences Creating Customer Experience Create Customer Value Customer Value = Benefit - Cost A. El-Ansary 2005 Creating Customer Experience Create Customer Value Achieve Customer Satisfaction Customer Satisfaction = Expected Performance – Delivered Experience A. El-Ansary 2005 Creating Customer Experience Create Customer Value Achieve Customer Satisfaction Customer Loyalty A. El-Ansary 2005 Engender Customer Loyalty Antecedents A. El-Ansary 2005 Antecedents Improve Productivity Creating Customer Experience Create Customer Value A. El-Ansary 2005 Achieve Customer Satisfaction Engender Customer Loyalty Antecedents Creating Customer Experience Structure Strategy Improve Productivity Create Customer Value Operations A. El-Ansary 2005 Achieve Customer Satisfaction Engender Customer Loyalty Antecedents of Positive Customer Experience E-Commerce E-Strategy Efficiency Strategy Marketing Strategy Business Intelligence Supply Chain Management Customer Relationship Management Enterprise Resource Planning A. El-Ansary 2005 Antecedents of Positive Customer Experience E-Strategy Strategy Segment Target to segments Target Marketing Strategy Effectiveness A. El-Ansary 2005 Differentiate Position Antecedents of Positive Customer Experience Manufacturing Management Outsourcing Marketing Management Operations Human Resource Management Financial Management A. El-Ansary 2005 Internal Marketing Strategic Profit Model Antecedents of Positive Customer Experience Lease or Buy? Co-Branding Structure Strategic alliances Co-Marketing Partnership A. El-Ansary 2005 Consequences A. El-Ansary 2005 Creating Customer Experience Consequences Transactions Create Customer Value Achieve Customer Satisfaction Engender Customer Loyalty Relationships A. El-Ansary 2005 Consequences of Customer Experience Transactions Market Share Relationships Business Share A. El-Ansary 2005 Profitability Antecedents Creating Customer Experience Structure Strategy Improve Productivity Create Customer Value Achieve Customer Satisfaction Operations A. El-Ansary 2005 Engender Customer Loyalty Consequences
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