DIMENSION OF MARKETING STRATEGY

SYIFA ATIKAH D0215111001

INTERNATIONAL PROGRAM2015

WIDYATAMA UNIVERSITY

INTRODUCTION

the four dimensions of the marketing mix- product, price, distribution and promotion-used to develop

the marketing strategy

THE MARKETING MIX

Marketing mix is the part of marketing strategy that involves decision regrading

controllable variable

PRODUCT STRATEGY

The term product refers to goods, services, and ideas.

The product is often the most visible of the marketing mix dimensions

DEVELOPING NEW PRODUCT

Each year, thousand of products are introduced. But just few of them succed.

Before introducing a new product, a business must follow a multistep process:

“idea development, the sceening of new ideas, business analysis, product development, test

marketing and commercialization”

CLASSIFYING PRODUCTProducts are usually classified as either consumer

products/ industrial products.Consumer products are for household or family use.Bussines products are used directly in the operation

or manufacturing processes of businesses.They can be further classified:

Raw materials, Major equitment, Accessory equitment, Component parts, Processed Materials,

Supplies and Industrial Services

PRODUCT LINE & MIX

1.Product Line:A group of closely related products that are

treated as a unit because of similiar marketing strategy, production, or end-use consideration

2.Product Mix:All the product offered by an organization

PRODUCT LIFE CYCLEProducts rae born, grow, mature and eventually die.

Some product have very long life. There are four stagen in the life cycle of product:

IntroductionGrowth

MaturityDecline

INDENTIFYING PRODUCTS

Branding, packing and labeling can be used to identify or distinguish one product from others. They

are must protect a quality of identifying products.

PRICING STRATEGYBuyer’s interest in price stems from their expectations

about the usefulness of a product or the satisfication they may derive from it.

Almost anything of value can be assessed by a price so the pricing strategy are very important

Specifict pricing strategy-Pricing new product

-psychological pricing -pricing discounting

PRICING OBJECTIVEPricing objective specify the role price in organiztion’s marketing mix and strategy

DISTRIBUTION STRATEGY

Dimension of distribution strategy are including the channels through which products are distributed. The intensify of market coverage, and the physical

handling of products during distribution

MARKETING CHANNELS

Marketing channels are group of organizations that moves products from their producer to customers.

Two intermediary organization are retailers and wholesalers

SUPPLY CHAIN MANAGEMENT

Supply chain management create alliances between channel members in chapter 8

We defined supply chain management as connecting an integrating all parties/members of the distribution system in order to satify costumers. In the supply of business managers, a distruption in the supply chain

was viewed as the number-one crisis that could decrease revenue

INTENSITY OF MARKET COVERAGE

1.Intensive distributionAvailable in as many outlets as posible

2.Selective distributionOnly a small number of all available outlets

3.Exclusive distributionAwarding by a manufacturer to an intermediary of the sole right to sell a

product in a defined geograpic termitory

4.Physical distributionTo move products from product is to costumers

IMPORTANCE OF DISTRIBUTION IN A MARKETING STRATEGY

Distribution decision are among the least fexible marketing mix decisions. Product, price, and promotion can be changed. But after commit resources & establish contractural relationships that are difficult if not imposible to change.

PROMOTION STRATEGY

Promotion is used not only to sell products, but also to influence opinions & attiudes foward an organization, person cause

THE PROMOTION MIX a. Integrated marketing communications b. Advertising to promote c. Personal selling

1.Prospecting (identifying potentrial)2.Approaching (calling on aa costumer)3.Presenting (Products demonstration)4.Harding objections (Countering reason)5.Closing (Asking the prospect)6.Following up (Checking costumer satification)

d. Publicity e. Sales Promotion

PROMOTION STRATEGIES

1. Push (Motivate Intermediaries)2. Pull (Use Of Promotion)

OBJECTIVE OF PROMOTION

The marketing mix a company use depens on objective (recognize that promotion is only one element of the marketing strategy and must be tied carefully to the goals of firm)

PROMOTIONAL POSITIONING

Use image of product in buyers mind

IMPORTANCE OF MARKETING STRATEGY

Marketing creates value through the marketing mix. The meaning of value is different between the

costumers and marketers. So this requires carefully integrating the marketing mix into an evective

marketing strategy

THANKYOU