Marketing + Strategy
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This document discusses key marketing strategy concepts including the 4Ps of marketing (product, price, place, promotion), types of market research (primary like surveys and focus groups, secondary), target markets (demographic and psychographic), brand positioning (discovering your unique position through research), and channel planning (allocating promotion resources across paid, earned, and owned channels).
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Marketing + Strategy
- 1. Marketing • Strategy Stephanie Kruse, KPS3 Marketing
- 2. Product (Service) Price Place (Distribution Channels) Promotion 4PS
- 3. Market Research Primary & Secondary
- 9. Process
- 11. Use research to discover your unique “position” Internal reality relative to external opportunity
- 12. Only (your brand) offers/delivers (unique offering/proposition) to target audiences, because (proof statements). Format
- 13. Channel Planning
- 14. Allocating marketing promotion resources & using Integrated Marketing Communications (IMC) ChannelPlanning
- 15. Sales and sales promotions Paid (advertising, direct) Non-paid/earned (PR, social, events, grassroots) ChannelPlanning