1a- Marketing Strategy

Question 1

Marketing 4 P’s

Marketing Strategy

Answer 1

Product - what to sell
Price - how much to sell for
Promotion - how and where to advertise
Place (distribution) - where to buy product

Question 2

BCG Model
(SBU Strategy)

Answer 2

measure market growth and market share of a product; Cash Cows, Stars, Question Marks, Dogs

Question 3

Cash Cows 
(BCG Model)

Answer 3

• High share, low growth
• Steady earners
• Classic Coke

Question 4

Stars

BCG Model

Answer 4

• High share, high growth
• best performers
• Apple AirPods

Question 5

Question Marks
(BCG Model)

Answer 5

• Low share, high growth
• Unknown how they will preform over time
• new products, unsure

Question 6

Dogs

BCG Model

Answer 6

• Low share, low growth
• Money wasters
• Rainbow bread

Question 7

Marketing Mix

Marketing Strategy

Answer 7

Create, Communicate, Deliver Value

Segmentation, Targeting, Position

Question 8

Segmentation

Marketing Mix

Answer 8

where are groups in the market

Question 9

Target

Marketing Mix

Answer 9

what group in the market do we sell to

Question 10

Position

Marketing Mix

Answer 10

how do we adjust ourselves to fit target group

Question 11

Marketing Groups

Marketing Strategy

Answer 11

sell to SWING GROUP through eyes of LOVE GROUP, don’t bother with HATE GROUP

Question 12

Product Market Expansion Matrix

Marketing Strategy

Answer 12

How a company increases market share

-Market Penetration, Product Development, Market Development, Diversification

Question 13

Market Penetration

Product Market Expansion Matrix

Answer 13

• existing product, existing market

- updated iPhone models

Question 14

Product Development

Product Market Expansion Matrix

Answer 14

• new product, existing market

- Apple watch

Question 15

Market Development

Product Market Expansion Matrix

Answer 15

• existing product, new market

- Deadpool 2 in China

Question 16

Diversification

Product Market Expansion Matrix

Answer 16

• new product, new market

- iPad created tablet market

Question 17

Marketing Philosophies

Marketing Strategy

Answer 17

Orientations: Product, Societal, Sales, and Market

Question 18

Product Orientation

Marketing Philosophies

Answer 18

all about the product

if we build is they will come, As Seen On Tv

Question 19

Societal Orientation

Marketing Philosophies

Answer 19

do well by doing good

help the environment and world, Toms SunPak

Question 20

Sales Orientation

Marketing Philosophies

Answer 20

Aggressive techniques

sell, sell, sell; door to door sales, Vivint

Question 21

Market Orientation

Marketing Philosophies

Answer 21

customer is king

what do consumers want

Question 22

Lifetime Value of a Customer

Marketing Strategy

Answer 22

Expensive to Acquire
Cheap to maintain
Value increase over time

Question 23

Path to Profitability

Marketing Strategy

Answer 23

Market Environment

• > Marketing Mix
• -> Profitability Drivers
• –> Profit

Question 24

Profitability Drivers

Marketing Strategy

Answer 24

Capture value: 
Customer Acquisition
Customer Retention
Sales per customer
Margin

Question 25

Marketing Strategy

Marketing Strategy

Answer 25

• combination of Marketing Mix and 4 Ps

- Corporate, Market, SBU: Strategic Business Unit, Marketing Strategy

Question 26

Corporate Strategy

Marketing Strategy

Answer 26

what business should the company be in

Question 27

Strategic Business Unit Strategy (SBU)

Marketing Strategy

Answer 27

how do we effectively compete with others

-BCG Model