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Marketing Reading: Framework for Marketing Strategy Formation
內容大綱
Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading is accompanied by a Teaching Note, test bank, and exhibit slides. This reading provides an introduction to the framework for marketing strategy: how a business creates and retains a customer, as well as the growing importance of making customers active ambassadors for its brands. The reading begins with a description of the 5Cs analysis for developing a marketing strategy (customer, company, collaborators, competitors, and context). It then discusses two sets of decisions every organization needs to make: the Aspiration Decision (what the company hopes to achieve in the market) and the Action Plan Decision (or "marketing mix" of the 4Ps-product, promotion, placement, and price). Finally, it considers the different kinds of actions required for customer acquisition vs. customer retention.