Diploma Thesis




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Product

Price

Promotion

Distribution

Quality

Features


Options

Style


Brand name

Packaging

Sizes

Services


Warranties

Returns


Versatility

Uniqueness

Utility

Reliability

Durability

Patent protection

Guarantees


List price

Discounts

Allowances

Payment period

Credit terms


Advertising:

  • Customer and trade

Personal selling:

  • Incentives

  • Sales aids

  • Samples

  • Training

Sales promotion:

  • Demonstrations

  • Contests

  • Premiums

  • Coupons

  • Manuals

Telemarketing

Internet


Publicity

Channels:

Market coverage:




Table : Creating strategies out of the marketing mix

Conclusion

Marketing strategies take their routes in military and differentiate into direct, indirect, envelopment, bypass and guerrilla attacks. Having those five basic military principles in head, it is possible to combine them into an actionable plan. For example, indirect approach implies using an element of surprise towards the competitors confusing them with the taken actions while targeting the low-competitive or emerging segments of the market. Strategy of differentiation infers excelling the competitor increasing reliability, prestige and value. Concentration is about distracting a competitor to seek out an opportunity in undeveloped segment. When determining a strategy marketing mix elements should be taken into consideration – product, price, place and promotion. Analysis of those basic components helps to determine a distinctive advantage over the competitor.



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