1. Objectives Positioning
Marketing Strategy
Objectives
Positioning

2. Benefits of Strategy

3. Components of Strategy
Statement of objectives
Establish general
direction of strategy
Selection of strategic alternative(s)
Selection of customer targets
Choice of competitor targets
Positioning
Statement of core strategy
Description of supporting marketing mix
Implement
strategy
Description of supporting functional programs

4. Marketing Goals Desired general accomplishments stated in vague terms.
Indicate the direction the firm is attempting to move and the set of priorities it will use in evaluating alternatives and making decisions.

5. Should be attainable and realistic.
Should be internally consistent.
Should be comprehensive and help to clarify the roles of all parties in the organization.
Should involve some degree of uncertainty.

6. Examples of Goals
To have the largest, best-trained sales force in the industry.
Having the best recognized and most effective advertising campaign in the industry.

7. Marketing Objectives
Provide specific and quantitative benchmarks that can be used to gauge progress toward the achievement of the marketing goals for which they are developed.
Should be attainable with a reasonable degree of effort.

8. May be either continuous or discontinuous, depending on the degree to which they depart from present objectives.
Continuous: current objectives are similar to those in previous planning period.
Discontinuous: establish new objective or significantly elevate the level of performance on a given outcome factor

9. Should specify the time frame for their completion.
Usually related to sales revenues, market share, profitability, or cash flow

10. Examples of Objectives
The marketing department will be responsible for having 40% of customers listing this financial institution as their primary financial institution within one year.
The sales department will increase sales 18% during the next 2 years.

11. Strategic Alternatives: Growth
Market development strategies
Attract non-users
Enter new markets

12. Attracting non-users

13. Enter new markets

14. Market penetration strategies
Increase purchase rate of existing customers
Attract competitors’ customers

15. Increasing purchase rate

16. Attracting competitors’ customers

18. Strategic Alternatives: Profitability

20. Strategic Alternatives: Cash Flow

21. Positioning

22. Differentiation

23. Core value proposition
Augmented
product
Generic
product
Expected
product
Potential
product

24. Exciting
needs
Primary
needs
Articulated
needs