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STRATEGICMARKETINGISSUES
SOUMYASARKAR
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CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
BrandStrategy Singlevs. Multi-brand
Brandingstrategy
Introductionofanewproduct(entryintoanewproductcategory)withanexisting brandnamevs.a
newbrandname
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CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
ChannelStrategy
Singlevs. Multi-channel
Onlinevs. onlineandoffline
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CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
Distribution(intensity)Strategy
Intensivevs.selectivevs.exclusive
PositioningStrategy
Relative tothepositioning ofitscompetitors’product
offerings
Inindividual marketsegmentsrelative tothepositioning ofitsofferingsinothersegments
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CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
PricingStrategyMarket
penetrationvs.marketskimming
ProductLineStrategy Broadvs. narrow
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CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete? PromotionStrategy Predominantlypushvs.predominantlypull
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CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompeteinindividualcountry
markets?
MultinationalMarketingStrategy/Global
CompetitiveMarketingStrategy
Standardizationofspecificcompetitive marketingvariables acrosscountry
marketsvs. partialstandardization/partialadaptationacrosscountrymarketsvs. adaptation toindividual countrymarkets
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PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Wheretocompete?
TargetMarketStrategy
Market(s)toserveMarket
segment(s)toserve
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PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Wheretocompeteandhow
tocompete?
BusinessScopeStrategy
Customerfunctionstoserve(Customerneeds tosatisfy)
Customergroupstoserve(Marketsandmarketsegmentsto
serve)
Technologiestoutilize
Stagesofthevalueaddedsystemtoparticipatein
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PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Where tocompeteandhowtocompete?
Product-marketCoverageStrategy
Single product-marketconcentration vs. marketspecialization vs. productspecialization vs. selective
product-marketspecialization vs. full
product-market coverage
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PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtoenter/exitaproduct-market?
MarketEntryStrategy
Internaldevelopmentvs. acquisitionvs.jointventure/strategicalliance
MarketExitStrategy Spin-offvs. sell-offvs. phaseout
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PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Whatshouldbetherelativeemphasisonalternativegrowth
strategies?
Product-MarketGrowthStrategies
Marketpenetrationvs. market
developmentvs.productdevelopment
InnovationStrategies Radicalvs.incremental
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PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Whatshouldbetherelativeemphasisonalternative
growthstrategies?
NewProductDevelopmentStrategies
Development ofvarietyextensionvs.replacement vs. competitive substitutevs.
newtothe firmvs. newtotheworld
CustomerRetentionversus
Acquisition
Retainingpresentcustomers (defensivestrategy)vs. acquiring newcustomers
(offensivestrategy)
CRMStrategy
Marketingprogramsemployedfor:acquiringnewcustomers,retainingpresentcustomers,recapturinglostcustomers,reactivatingdormantcustomers,enhancingtheprofitabilityand/orrevenuestreamsofrelationships
withpresentcustomers