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Business: A Changing World, 4/e
O.C. Ferrell, Colorado State University
Geoffrey Hirt, DePaul University
Dimensions of Marketing Strategy

Chapter Outline


Introduction

The Marketing Mix

Product Strategy

Developing New Products

Classifying Products

Product Line and Product Mix

Product Life Cycle

Identifying Products

Pricing Strategy

Pricing Objectives

Pricing Strategies

Distribution Strategy

Marketing Channels

Intensity of Market Coverage

Physical Distribution

Importance of Distribution in a Marketing Strategy

Promotion Strategy

The Promotion Mix

Promotion Strategies: To Push or Pull

Objectives of Promotion

Promotional Positioning





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