1. By Dr. Robert Chi Department of Information Systems College of Business Administration California State University, Long Beach

7. Marketing Strategy Traditional Marketing Strategy 1. Segmentation - Meaningful - Actionable - Financially attractive 2. Target Market Selection 3. Positioning Old Navy 1. Fashion forward 2. Loss conscious Challenges 1. Online segment = Offline segment 2. Old navy.com target the same customers as Old navy stores 3. How should Old navy position it’s site?

8. Link between marketing strategy and business strategy -Goal alignment set up a goal - Resource alignment more resources to the same direction -Activity alignment do the same activities -Implementation alignment

9. Marketing mix -Price - Product -Promotion -Distribution

10. Segmentation Prioritization (when you have a choice) 1.Buyer – Readiness strategy (affordable) 2.Attitude – receptive to the product (want to) 3.Trend/Market leaders 4.Willingness to pay

11. Pure vs. Mixed Business models in marketing strategy

12. Pure Online E – Commerce Segmentation Base – Demographic - Geographic - Psycho graphic - Cognitive & Behavioral Effective segmentation - Meaningful - Actionable - Financially Attractive

13. Target Market Selection - Segment size and growth – Financially - Structural attractiveness – Porter’s model -Company resources - Feasible

14. Positioning Disney – Happiness or Fun Starbucks Coffee – Relax & Enjoy Mercedes – Symbol of Status Positioning Plan 1.Identify current postion 2.Identify ideal position 3. Develop alternatives to achieve ideal 4.Select and implement promising 5.Compare new actual with ideal postion

15. Brick and Mortar model Segmentation -No change -Market expansion -Reclassification – Expansion/Reduction -Reclassification only

16. Targeting