Overview/Description
You've got a great idea for a new product or service for your organization, or a major enhancement for an existing one. Now you've got to present the case to the decision-makers to go forward. What kinds of topics should you include in your strategic marketing plan? In this course you'll learn exactly what to consider as you develop and present your plan, including market data and competitor capabilities. Then you'll want to plan out the target deadlines for each task required to make this plan happen. You'll find it all in this course.
Target Audience
Marketing directors, marketing team leaders, and managers
recognize the types of competition that marketers face and the steps to take to develop competitive strategies while considering internal and external environmental influences.
identify the types of competition that you will face in the marketplace.
outline the questions to ask when developing a competitive strategy.
describe how external forces influence the competitive environment.
describe how internal forces influence the competitive environment.
Competition and Relationship Marketing
recognize the importance of each of the core elements of relationship marketing in terms of how they contribute or detract from competitive advantage.
contrast relationship marketing with transaction-based marketing.
explain how expectations are set and met.
describe the dimensions of a marketing relationship.
outline the different levels of relationship marketing.
Product Strategies Relative to Competition
describe the classifications of consumer products and briefly describe each category; explain the concept of business life cycles and identify how the served market concept assists in evaluating competition.
list the classifications of consumer products.
explain the concept of business life cycles.
identify how the served market concept affects competitive decisions.
Consumer Behavior and Competition
identify the cultural and social determinants of consumer behavior and needs, and outline the steps in the consumer decision process.
identify the cultural factors that influence consumer behavior.
identify the social influences that determine consumer behavior.
identify needs that determine consumer behavior.
outline the steps in the consumer decision-making process.