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STRATEGICMARKETINGISSUES

SOUMYASARKAR

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

BrandStrategy Singlevs. Multi-brand

Brandingstrategy

Introductionofanewproduct(entryintoanewproductcategory)withanexisting brandnamevs.a

newbrandname

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

ChannelStrategy

Singlevs. Multi-channel

Onlinevs. onlineandoffline

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

Distribution(intensity)Strategy

Intensivevs.selectivevs.exclusive

PositioningStrategy

Relative tothepositioning ofitscompetitors’product

offerings

Inindividual marketsegmentsrelative tothepositioning ofitsofferingsinothersegments

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

PricingStrategyMarket

penetrationvs.marketskimming

ProductLineStrategy Broadvs. narrow

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete? PromotionStrategy Predominantlypushvs.predominantlypull

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompeteinindividualcountry

markets?

MultinationalMarketingStrategy/Global

CompetitiveMarketingStrategy

Standardizationofspecificcompetitive marketingvariables acrosscountry

marketsvs. partialstandardization/partialadaptationacrosscountrymarketsvs. adaptation toindividual countrymarkets

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Wheretocompete?

TargetMarketStrategy

Market(s)toserveMarket

segment(s)toserve

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Wheretocompeteandhow

tocompete?

BusinessScopeStrategy

Customerfunctionstoserve(Customerneeds tosatisfy)

Customergroupstoserve(Marketsandmarketsegmentsto

serve)

Technologiestoutilize

Stagesofthevalueaddedsystemtoparticipatein

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Where tocompeteandhowtocompete?

Product-marketCoverageStrategy

Single product-marketconcentration vs. marketspecialization vs. productspecialization vs. selective

product-marketspecialization vs. full

product-market coverage

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtoenter/exitaproduct-market?

MarketEntryStrategy

Internaldevelopmentvs. acquisitionvs.jointventure/strategicalliance

MarketExitStrategy Spin-offvs. sell-offvs. phaseout

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Whatshouldbetherelativeemphasisonalternativegrowth

strategies?

Product-MarketGrowthStrategies

Marketpenetrationvs. market

developmentvs.productdevelopment

InnovationStrategies Radicalvs.incremental

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Whatshouldbetherelativeemphasisonalternative

growthstrategies?

NewProductDevelopmentStrategies

Development ofvarietyextensionvs.replacement vs. competitive substitutevs.

newtothe firmvs. newtotheworld

CustomerRetentionversus

Acquisition

Retainingpresentcustomers (defensivestrategy)vs. acquiring newcustomers

(offensivestrategy)

CRMStrategy

Marketingprogramsemployedfor:acquiringnewcustomers,retainingpresentcustomers,recapturinglostcustomers,reactivatingdormantcustomers,enhancingtheprofitabilityand/orrevenuestreamsofrelationships

withpresentcustomers