The document outlines a marketing strategy, emphasizing the planning and execution of various marketing elements to achieve organizational goals. It discusses different types of utility in marketing, such as form, time, place, and possession utility, and details the process of selecting a target market and designing a marketing mix. This includes defining target markets, market segments, and the essential elements of product, price, distribution, and promotion.

1. MARKETING STRATEGY
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2. MARKETING STRATEGY
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Marketing
The process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and
organizational objectives.
Others something in return
Provides a needed product
Good
Service
Idea
Money; Credit,
Labor, Time
Commitment, Trade
Buyer
Seller

3. MARKETING STRATEGY
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Form Utility:
Manufacturers use
petroleum to produce
gasoline.
Time Utility: Gas stations
are open during peak
traffic times, with many
open 24 hours a day.
Place Utility: Gas stations
are located in numerous
places convenient to
drivers.
Possession Utility:
Customers pump gasoline
into their vehicles and pay
for the gasoline.
Types of
Utility

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Developing
A
Marketing
Strategy
Marketing Strategy: A plan for selecting and analyzing a
target market and developing and maintaining a marketing
mix that will satisfy this target market.
1. Selecting a Target Market:
i. Market: People with the authority, financial ability and
willingness to purchase a product.
ii. Consumer Market: People who purchase products for
personal use.
iii. Industrial Market: Those who purchase products to use
in the production of other products or to resell.
iv. Market Segment: A group of individuals with one or
more similar product needs.
v. Target Market: A group to which a firm directs its
marketing activities.
2. Designing a Marketing Mix

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2. Designing a
Marketing Mix
1. Product:;
2. Price;
3. Distribution;
4. Promotion;
Atter-Purchase Evaluation
Purchase decision
Evaluation of alternatives
Search
Ned Recognition
TheConsumerBuying
Process