Professional Documents
Culture Documents
Relationships
Value-enhancing
opportunities
Skills and
resource
gaps
Rationale for
Forming Strategic
Relationships
Competitive
strategy
Environmental
complexity
M
M
JV
Joint Venture
W
R
EU
Distribution
Channel
Relationship
Interactive/Internet
Marketing
Direct
Marketing
Advertising
Promotion
Components
Personal
Selling
Sales
Promotion
Public
Relations
Communications Objectives
Need
Recognition
Customer
Retention
Finding
Buyers
Decision to
Purchase
Brand
Building
Evaluation
of
Alternatives
Market Target(s)
Desired Positioning
Role of Promotion in Positioning
Product Characteristics
Stage of Life Cycle
Situation Specific Factors
Budgeting Approaches
Follow the
Competition
Percent of Sales
Advertising/ sales
promotion driven
Large
Low
Balanced
Small
Distribution
Channel
Low
No
Product Complexity
Small
High
Large
Direct
High
Yes
ADVERTISING STRATEGY
Setting Objectives
and Budgeting
Program
Implementation
and Measuring
Effectiveness
Role of the
Advertising
Agency
Creative Strategy
Media/Scheduling
Decisions
Advertising Strategy
Target Audience
Advertising Objectives
Advertising Budget
Creative Strategy
Relative access to
the target
audience
Favorable zone
Unfavorable zone
Relative cost of reaching
the target group(s)
Target Audience
Advertising Objectives
Advertising Budget
Creative Strategy
Advertising Agency
Advertising Media and
Programming
MEASURING ADVERTISING
EFFECTIVENESS
Rating
Services
Test
Marketing
Controlled
Tests
Sales and
Expense Analysis
MEASURING
ADVERTISING
EFFECTIVENESS
Recall
Tests
Target
market and
objectives
Product
strategy
Positioning Strategy
Pricing
strategy
Promotion
strategy
Value-Chain
strategy
Roles of Pricing
Signal to the
Buyer
Marketing
Program
Considerations
Instrument of
Competition
Improving Financial
Performance
Select Pricing
Strategy
Determine Specific
Prices and Policies
Demand
Pricing
Objectives
Role of Price
Low
High
Active
Passive
High Active
Strategy
High Passive
Strategy
Low Passive
Strategy
Identity Implementation
Identify Problem
Products
Decide How to
Resolve the
Problem
Financial
analysis
Product
performance
analysis
Analyzing Brand
Performance
Research
studies
Standardized
information
services
Brand
positioning
analysis
BRAND EQUITY
Company/Customer Value of
Brand Name and
Symbol of
a Product
Add
new
product(s)
Product line
Strategy
Alter
marketing
strategy
Eliminate
specific
product(s)