Marketing Agency
7.5 Marketing Strategy and Product LEARNING OBJECTIVES Understand why product is the key element in the marketing mix. Identify the multiple decisions and considerations that factor into product or service development. Describe the three product layers… Marketing Strategy and Product
7.4 Differentiation and Positioning LEARNING OBJECTIVES Explain differentiation and positioning. Explain why differentiation and positioning are so important for an online marketing strategy and an onground marketing strategy. Understand that a successful differentiation strategy cannot be… Differentiation and Positioning
7.3 Segmentation and the Target Market LEARNING OBJECTIVES Explain segmentation and the target market. Explain why segmentation, the target market, differentiation, positioning, and website decisions are so important for a small business. Describe the marketing strategy… Segmentation and the Target Market
7.2 The Marketing Strategy Process LEARNING OBJECTIVES Describe the marketing strategy process. Explain why segmentation, target market, differentiation, positioning, and website decisions are so important for the small business. Describe the marketing strategy decision areas for… The Marketing Strategy Process
7.1 The Importance of a Marketing Strategy LEARNING OBJECTIVES Understand how marketing for small businesses differs from marketing for big businesses. Understand the most significant risk factor facing small businesses. Explain marketing strategy and why it… The Importance of a Marketing Strategy
Chapter 7-Marketing Strategy Elegant Touch Source: Used with permission from Anita Bruscino. Anita Bruscino, the sole proprietor of Elegant Touch, began her career as a mechanical engineer. She worked in her family’s manufacturing business until she… Marketing Strategy
6.3 Marketing Research LEARNING OBJECTIVES Understand and be able to explain what marketing research is all about. Explain why a small business should conduct marketing research and why many small businesses do not do it. Define… Marketing Research
6.2 The Customer LEARNING OBJECTIVES Explain the difference between a customer and a consumer. Understand the relationship between the customer/consumer and the marketing mix. Define the two types of customer markets. Understand the factors that contribute… The Customer
6.1 What Marketing Is All About LEARNING OBJECTIVES Define marketing. Explain why marketing is so important to small business. Explain the marketing concept, the societal marketing concept, and the holistic marketing concept. Define customer value and… What Marketing Is All About
Chapter 6- Marketing Basics Max and Mina’s Homemade Ice Cream and Ices Source: Used with permission from Max and Mina’s Ice Cream. Growing up in the 1970s, Bruce and Mark Becker loved ice cream. Their… Marketing Basics