Strategic Marketing

STRATEGIC MARKETING

2005

Strategic Marketing

I . Introduction

Marketing has said to be the soul of modern enterprises . The modern world as we know it has given our corporations , a whole new perspective about our business environments . Marketing based enterprises has been proven to be the most successful off al types of corporations

Apple Computer Inc , for example , is a company who invented our modern computers . Despite its success in the early years , it displays a 61 million loss in 1996 and until to date has not fully returned to their

br glory days , whiles other company in similar business environments Microsoft , recorded an amazing growth in profit and global expansion . It was often commented later , that Apple Computer is a company having brilliant designs , but a lousy marketing , while Microsoft is considered to have rather lousy designs but a brilliant marketing (Kimmel ,1998

Another example of pioneers who was drowned by the lack of marketing quality was the British motorcycle industry , the inventor of motorcycle in the 1900 's . It was very popular and a field of interesting hobby for large numbers of enthusiast , but after the 1970 's it has practically disappeared , replaced by Japanese motorcycle which took over the country 's market by its interesting futuristic designs (Chadwick , 2001 .Could we ignore the previous experiences and continue to believe that product quality alone is enough ? Nowadays , quality has seemed to be a relative subject , driven by our customer 's needs , wants and taste . In this constantly changing aspect of consideration , developing a sound marketing strategy is obviously necessary

II . Developing a Marketing Strategy

Among the firsts steps of developing our marketing strategy is to analyze the potential market of our products and our competitors . To fully understand the conditions of our market , we need to first comprehend our consumer 's behavior . After a brief elaboration about consumer 's behavior , we will explain the steps of producing a market strategy

II .1 Consumer Behavior

The unlimited factors influencing a man 's behavior has created a very long list of studies and research presenting various methods and tools of understanding consumer behaviors on a certain market . However regarding to consumer behavior , there are a few aspects commonly asked by every competitive marketers

Consumer behavior of making decisions during shopping

How is the extent of consumer 's ability to process information and knowledge influence decision and marketing outcomes

How can we design our marketing strategies to more effectively reach customer (Perner , n .d Moreover , there are two kinds of research : primary research , which is an original research conducted by the company itself , and secondary research , which is a research taking data from other researches conducted by someone else . The widely known methods of consumer behavior research are Surveys , Experiments , Personal Interviews , Projective Techniques , and Observation of Customers (Perner , n .d

The factors we might want to consider in interpreting our research findings are

Segmentation

Segmentation divides the market into smaller segments with similar characteristics , allowing us to treat each segment differently by...