国际市场营销（第十三版）chapter 2Marketing Strategy Planning.ppt

The management job in marketing Marketing strategy Marketing strategy specifies a target market and a related marketing mix. Target marketing — a fairly homogeneous (similar) group of customers to whom a company wishes to appeal. Marketing mix — the controllable variables the company puts together to satisfy this target group. Marketing strategy Selecting a market-oriented strategy is target marketing Developing marketing mixes for target markets strategic decisions areas orgainzied by the four Ps Four examples of basic channels of distribution for consumer products Promotion element Marketi