1. Marketing Strategy

2. Marketing Strategy
“ Marketing Strategy is the basic approach that the business unit will use to attain goals and which comprises of elaborate decisions (strategies)on largest markets, market positioning,and mix and marketing expenditure allocation. Moreover the marketer should take care of the other two strategic aspects, expected environment and competitive conditions while determining the marketing strategy.”- Prof. Philip Kotler.

3. Elements of marketing Strategy
Marketing Mix
Resources of the firm
Gaining competitive conciousness and scoring over competition

4. Marketing Strategy Formulation
Segmenting the Market
Selecting the Target market
Positioning the offer
Assembling the Marketing Mix

5. Key Drivers of marketing Strategies
1. Competition
2. Political Trends
3. Technological Advancements
4. Economic Growth and Stability
5. Legal and Regulatory Issues
6. Socio-Cultural Trends

6. Substitutability
It is important to know the extent to which one type of input can be substituted for another type in as much as the nature of marketing objectives such as that of returning a certain level of profit presents a decision maker from making unlimited use of all inputs.
Delivery in productivity levels of various marketing inputs

7. Elasticity of marketing inputs
Different marketing inputs are elastic and they influence the demand of the product.
Eg. A manufacturer determines different prices for wholesalers, retailers and consumers are different in almost in aa the markets

8. Essentials of marketing strategies
1. Consistent
Workable
Suitable
Non Risky
Resource based
Time horizon

9. Industrial and Consumer Marketing
Industrial Marketing
B2B marketing is referred as Industrial marketing or Business marketing.
Business marketing may be defined as the marketing of products, services, and solutions to organisations such as big enterprises, govt. departments and institutions.

10. Characteristics of Industrial Marketing
1. Demand Characteristics
2. Market Characteristics
3. Product Characteristics
4. Price Characteristics
5. Place or Distribution chacteristics
6. Promotion Characteristics
7. Behaviour Characteristics

11. STRATEGIES FOR INDUSTRIAL MARKETING
1. Product
2. Place ( channel strategy)
x. Industrial distributiors
x. Sales agents
x. Manufacturer’s branch Office
3. Price
4. Promotion
- Personal selling

12. Contd - Business and Industrial advertising - Trade shows
- Target Market

13. Consumer Marketing
It means targeting the individual consumer’s demand. The decision to purchase is not necessarily made by one person alone but can be affected by family members or other stake holders that are important for the consumer.

14. Characteristics of Consumer Marketing
It requires less capitals and window dressing to attract customers
Retail marketers sell goods directly
Key aspect of retail marketing is an attitude of mind.
Consumer marketing decisions are driven by what the shoppers need and want
Consumer marketing is a philosophy and is all about satisfying the customers.

15. The essence of consumer marketing is developing products and services that satisfy specific needs of customers
Marketers take the customers’ needs in to consideration in entire consumer marketing operation
Consumer marketing is stimulating,quick paced, and influential

16. Strategies for consumer Marketing
Marketing Product or Service
Identifying Appropriate Pricing
Create Place Strategy
Develop promotion Strategy
Extraordinary Unit Selling Price
Scarcity and Undercover marketing
Relationship marketing

17. Industrial marketing vs Consumer marketing

18. SERVICE MARKETING

19. S