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Marketing • Strategy
Stephanie Kruse, KPS3 Marketing
Product (Service)
Price
Place (Distribution Channels)
Promotion
4PS
Market Research
Primary & Secondary
PrimaryResearch
Qualitative
Focus groups Interviews
PrimaryResearch
Quantitative
Representative Surveys
PrimaryResearch
Observational
Target Markets
TargetMarkets
Demographic Psychographic
Process
Brand Positioning
Use research to discover your
unique “position”
Internal reality relative to external opportunity
Only (your brand) offers/delivers
(unique offering/proposition) to target
audiences, because (proof statements).
Format
Channel Planning
Allocating marketing promotion
resources & using Integrated Marketing
Communications (IMC)
ChannelPlanning
Sales and sales promotions
Paid (advertising, direct)
Non-paid/earned
(PR, social, events, grassroots)
ChannelPlanning
Marketing + Strategy
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Marketing + Strategy

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If your marketing does not have strategy, you are doing it wrong.

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Marketing + Strategy

  1. 1. Marketing • Strategy Stephanie Kruse, KPS3 Marketing
  2. 2. Product (Service) Price Place (Distribution Channels) Promotion 4PS
  3. 3. Market Research Primary & Secondary
  4. 4. PrimaryResearch Qualitative Focus groups Interviews
  5. 5. PrimaryResearch Quantitative Representative Surveys
  6. 6. PrimaryResearch Observational
  7. 7. Target Markets
  8. 8. TargetMarkets Demographic Psychographic
  9. 9. Process
  10. 10. Brand Positioning
  11. 11. Use research to discover your unique “position” Internal reality relative to external opportunity
  12. 12. Only (your brand) offers/delivers (unique offering/proposition) to target audiences, because (proof statements). Format
  13. 13. Channel Planning
  14. 14. Allocating marketing promotion resources & using Integrated Marketing Communications (IMC) ChannelPlanning
  15. 15. Sales and sales promotions Paid (advertising, direct) Non-paid/earned (PR, social, events, grassroots) ChannelPlanning

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