Ch 10
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Channel design is an important consideration for any streaming service. It involves determining the types of content to offer viewers, how to organize that content for easy navigation, and how to promote specific shows and movies to drive viewership. The goal is to make it simple for users to find something engaging to watch while also exposing them to new options.
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Ch 7
This document discusses various marketing strategies and competitive positions. It outlines strategies for expanding demand, protecting market share, and expanding market share. It also describes four main competitive positions: market leader, challenger, follower, and nicher. The document provides examples of companies that have adopted different competitive strategies, such as WD-40 innovating new product uses and Pepsi directly challenging market leaders. It also discusses organizing a company's marketing department through functional, geographic, product-based, market-based, and matrix structures.
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Ch 14
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This document discusses various marketing strategies and competitive positions. It outlines strategies for expanding demand, protecting market share, and expanding market share. It also describes four main competitive positions: market leader, challenger, follower, and nicher. The document provides examples of companies that have adopted different competitive strategies, such as WD-40 innovating new product uses and Pepsi directly challenging market leaders. It also discusses organizing a company's marketing department through functional, geographic, product-based, market-based, and matrix structures.
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Competitive Strategy
Strategies that strongly position the company against competitor and give the company strongest possible strategic advantage.
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CRM aims to understand customer needs to manage relationships and maximize lifetime value. It integrates marketing, sales, service, and support through people, processes, and technology. CRM focuses on retaining existing customers in addition to gaining new ones, shifting from traditional marketing. Maintaining long-term customer relationships is critical to business performance. The purpose of CRM is to create value for both customers and the company over time by providing quality service. This competitive advantage helps with customer retention and building relationships.
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The marketing environment consists of internal and external forces that influence a company's ability to transact business. The microenvironment includes forces close to the company like customers, suppliers, competitors, and publics. The macroenvironment comprises larger societal forces like demographic, economic, natural, technological, political, and cultural factors. Marketers must monitor these forces and take a proactive approach to managing the environments to create favorable conditions.
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Organizational culture and controlling are important aspects of management. An organization's culture can either positively or negatively impact employee behavior and performance. Effective controlling measures are needed to help ensure employees' actions are aligned with the organization's goals and strategies.
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