3. Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
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6. Target Market Group of persons for whom a firm creates and maintains a product mix that specifically fits the needs and preferences of that group.
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8. Pricing Determined by the market share, competition, material costs, product identity and the customer's perceived value of the product.
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11. 4 C's Customers • Market segmentation • Purchase criteria used by customers
12. Competition • What is the market share of the company? • What is the market position? • What is their cost position? • What are the market advantages?
13. Cost • What is the cost policy? • What’s the cost formation?
14. Capabilities • What resource does the company have? • What is the internal organization? • What is the production system?
15. SWOT Provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates.
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