Post on 30-May-2018
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8/9/2019 Strategic marketing decisions and choices
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Z}sh}dnkj `hsld}kgn mdjkzkigz
hgm jeikjdz
8
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Ekdshsje{ if z}sh}dnkj jeikjd hgm mdjkzkigz
Z}sh}dnkj mdjkzkigz h} }ed jisqish}d bdvdb
Mdvdbiqkgn `kzzkig z}h}d`dg}
Mksdj}kighb z}sh}dn{
Sdzitsjd hbbijh}kig
Z}sh}dnkj mdjkzkigz h} }ed ZCT bdvdb
Jeiizkgn ndgdskj z}sh}dn{
Jiz} bdhmdszekq z}sh}dn{ Mkffdsdg}kh}kig z}sh}dn{
Fijtz z}sh}dn{
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Z}sh}dnkj mdjkzkigz h} }ed ftgj}kighb bdvdb
Qsimtj}z }i iffds
@hsld} zdn`dg} }i }hsnd} @hsld} qizk}kig }hj}kjz
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Mdfkgkgn }ed jisqish}d `kzzkig
]ed `kzzkig z}h}d`dg} jig}skct}dz }i }ed
jsdh}kig if fks` kmdg}k}{
k'd' ei~ }ed ji`qhg{ ~hg}z }i cd qdsjdkvdm kg}ed `hsld} qbhjd c{ k}z jtz}i`dsz"
ji`qd}k}isz hgm }ed ndgdshb qtcbkj'
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@kzzkig z}h}d`dg} kgjbtmdz gh`db{
jtz}i`dsz" qsimtj}z" hgm zdsvkjdz"
bijh}kig"
}djegibin{" jigjdsg ~k}e ztsvkvhb"
qekbiziqe{"
zdbf-jigjdq}"
jigjdsg ~k}e qtcbkj k`hnd
jigjdsg ~k}e d`qbi{ddz'
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6
Jisqish}d Mksdj}kighb Z}sh}dnkdz
Mksdj}kighb Z}sh}dn{
Sdfds }i }ed Iskdg}h}kig ]i~hsm Nsi~}e
@hghndsz mdjkmd ig : nshgm z}sh}dnkdz chzdm ig }ed fibbi~kgn xtdz}kigz?
8' Duqhgm" jt} chjl" is z}h{z }ed zh`d %z}h}tz xti+93' Jigjdg}sh}d ~k}ekg jtssdg} kgmtz}s{ is mkvdszkf{ kg}i i}eds
kgmtz}skdz9
:' Kf duqhgzkig }edg mdjkmd kf }esitne kg}dsghb mdvdbiq`dg}"
hjxtkzk}kigz" `dsndsz" is z}sh}dnkj hbbkhgjdz9
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Jisqish}d Mksdj}kighb Z}sh}dnkdz
8' Nsi~}e Z}sh}dnkdz8' Nsi~}e Z}sh}dnkdz ----Du}dsghb `djehgkz`z?Du}dsghb `djehgkz`z?
@dsndsz@dsndsz -- ]shgzhj}kig kgvibvkgn }~i is `isd fks`z kg ~ekje z}ijl kz]shgzhj}kig kgvibvkgn }~i is `isd fks`z kg ~ekje z}ijl kz
dujehgndm ct} igb{ igd fks` ztsvkvdz'dujehgndm ct} igb{ igd fks` ztsvkvdz'
Hjxtkzk}kigHjxtkzk}kig -- Qtsjehzd if h fks` }eh} kz hcziscdm hz hg iqdsh}kgnQtsjehzd if h fks` }eh} kz hcziscdm hz hg iqdsh}kgn
ztczkmkhs{ if }ed hjxtkskgn fks`'ztczkmkhs{ if }ed hjxtkskgn fks`'
Z}sh}dnkjHbbkhgjdZ}sh}dnkjHbbkhgjd -- Qhs}gdszekq if }~i is `isd fks`z }i hjekdvdQhs}gdszekq if }~i is `isd fks`z }i hjekdvd
z}sh}dnkjhbb{ zkngkfkjhg} icodj}kvdz }eh} hsd `t}thbb{ cdgdfkjkhb'z}sh}dnkjhbb{ zkngkfkjhg} icodj}kvdz }eh} hsd `t}thbb{ cdgdfkjkhb'
3Chzkj fis`z?3Chzkj fis`z?
Jigjdg}sh}kigJigjdg}sh}kig
Mkvdszkfkjh}kigMkvdszkfkjh}kig
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5
Jisqish}d Mksdj}kighb Z}sh}dnkdz
Chzkj Jigjdg}sh}kig Z}sh}dnkdzChzkj Jigjdg}sh}kig Z}sh}dnkdz ----
Vds}kjhb Nsi~}eVds}kjhb Nsi~}e ----Vds}kjhb kg}dnsh}kigVds}kjhb kg}dnsh}kig
Ftbb kg}dnsh}kigFtbb kg}dnsh}kig
]hqds kg}dnsh}kig %]hqds kg}dnsh}kig % hld bdzz }edg 41$ if ji`qigdg}z`hld bdzz }edg 41$ if ji`qigdg}z++
XthzkXthzk--kg}dnsh}kig %kg}dnsh}kig %qhs}khb I~gdszekq if ztqqbkdsqhs}khb I~gdszekq if ztqqbkds
BignBign--}ds` jig}shj}}ds` jig}shj}
Chjl~hsm kg}dnsh}kigChjl~hsm kg}dnsh}kig
Fis~hsm kg}dnsh}kigFis~hsm kg}dnsh}kig
Eiskig}hb Nsi~}e ) Jigjdg}sh}kigEiskig}hb Nsi~}e ) Jigjdg}sh}kig ----Eiskig}hb kg}dnsh}kig?Eiskig}hb kg}dnsh}kig?
Mdnsdd fks`z iqdsh}d kg `tb}kqbd bijh}kigz h} }ed zh`d qikg} kg vhbtdMdnsdd fks`z iqdsh}d kg `tb}kqbd bijh}kigz h} }ed zh`d qikg} kg vhbtd
jehkgjehkg
Duqhgm kg `tb}kqbd bijh}kigz is kgjsdhzd shgnd if qsimtj}z)zdsvkjdzDuqhgm kg `tb}kqbd bijh}kigz is kgjsdhzd shgnd if qsimtj}z)zdsvkjdz
iffdsdm }i jtssdg} `hsld}ziffdsdm }i jtssdg} `hsld}z
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Jisqish}d Mksdj}kighb Z}sh}dnkdz
Chzkj Mkvdszkfkjh}kig Z}sh}dnkdzChzkj Mkvdszkfkjh}kig Z}sh}dnkdz
Jigjdg}skj %Sdbh}dm+ Mkvdszkfkjh}kigJigjdg}skj %Sdbh}dm+ Mkvdszkfkjh}kig ----
Nsi~}e kg}i sdbh}dm kgmtz}s{Nsi~}e kg}i sdbh}dm kgmtz}s{Zdhsje fis z{gdsnkdzZdhsje fis z{gdsnkdz
Jignbi`dsh}d %Tgsdbh}dm+ mkvdszkfkjh}kigJignbi`dsh}d %Tgsdbh}dm+ mkvdszkfkjh}kig ----Nsi~}e kg}i tgsdbh}dm kgmtz}s{Nsi~}e kg}i tgsdbh}dm kgmtz}s{
Jigjdsg ~k}e fkghgjkhb jigzkmdsh}kigzJigjdsg ~k}e fkghgjkhb jigzkmdsh}kigz
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Jisqish}d Mksdj}kighb Z}sh}dnkdz
Kg}dsgh}kighbDg}s{
Iq}kigz
Duqis}kgn
Bkjdgzkgn
Fshgjekzkgn
Oikg} Vdg}tsdzHjxtkzk}kigz
Nsddg-Fkdbm Mdvdbiq`dg}
Qsimtj}kig Zehskgn
]tsgld{ Iqdsh}kigz
CI] Jigjdq}@hghnd`dg} Jig}shj}z
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Zdbdj}kvd @hbbz fis Z}tm{
8'Jk}{ Jdg}sd"Liblh}h
3'@d}siqibkz-Ekbhgm Qhsl"Liblh}h
:'Zkn`h @hbb"Chgnhbisd ='Fist` @hbb"Liblh}h
4'Ekne Z}sdd} Qeidgku @hbb"@t`chk
6'S @hbb"@t`chk >'Fist` @hbb"@t`chk
5'Jdg}shb"E{mdschm
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Jisqish}d Mksdj}kighb Z}sh}dnkdz
3' Z}hckbk}{ Z}sh}dnkdz3' Z}hckbk}{ Z}sh}dnkdz ----
Qhtzd)qsijddm ~k}e jht}kigQhtzd)qsijddm ~k}e jht}kig
Gi jehgndGi jehgnd
Qsifk} z}sh}dnkdzQsifk} z}sh}dnkdz
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8:
Jisqish}d Mksdj}kighb Z}sh}dnkdz
:' Sd}sdgje`dg} Z}sh}dnkdz:' Sd}sdgje`dg} Z}sh}dnkdz ----
]tsghsitgm]tsghsitgm
Jhq}kvd Ji`qhg{ Z}sh}dn{Jhq}kvd Ji`qhg{ Z}sh}dn{
Zdbbkgn it}Zdbbkgn it}
Chglstq}j{Chglstq}j{
Bkxtkmh}kigBkxtkmh}kig
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8=
Jisqish}d Z}sh}dn{
KK' Qis}fibki Hghb{zkzKK' Qis}fibki Hghb{zkz ----
Sdzitsjd ji``k}`dg} ig cdz} qsimtj}z }iSdzitsjd ji``k}`dg} ig cdz} qsimtj}z }i
dgztsd jig}kgtdm ztjjdzzdgztsd jig}kgtdm ztjjdzzEi~ `tje if its }k`d hgm `igd{ zeitbm ~d zqdgmEi~ `tje if its }k`d hgm `igd{ zeitbm ~d zqdgm
ig its cdz} qsimtj}z }i dgztsd }eh} }ed{ jig}kgtd }iig its cdz} qsimtj}z }i dgztsd }eh} }ed{ jig}kgtd }icd ztjjdzzftb9cd ztjjdzzftb9
Sdzitsjd ji``k}`dg} ig gd~ jiz}b{ qsimtj}zSdzitsjd ji``k}`dg} ig gd~ jiz}b{ qsimtj}z
ekne skzlekne skzlEi~ `tje if its }k`d hgm `igd{ zeitbm ~d zqdgmEi~ `tje if its }k`d hgm `igd{ zeitbm ~d zqdgm
mdvdbiqkgn gd~ jiz}b{ qsimtj}z" `iz} if ~ekje ~kbbmdvdbiqkgn gd~ jiz}b{ qsimtj}z" `iz} if ~ekje ~kbb
gdvds cd ztjjdzzftb9gdvds cd ztjjdzzftb9
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CJN @h}sku %Qis}fibki Hghb{zkz+
Ftgmkgn Mdjkzkigz hgm Qsimtj} Bkfd J{jbd
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H^kggdsz ^kggdsz
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8>
Qis}fibkiHghb{zkz
Qis}fibkiHghb{zkz? Qsiz & Jigz
Hmvhg}hndz?
]iq hghnd`dg} dvhbth}dz dhje if fks`z ctzkgdzzdz
kgmkvkmthbb{
Tzd if du}dsghbb{-iskdg}dm mh}h }i ztqqbd`dg} `hghnd`dg}otmn`dg}
Shkzdz kzztd if jhze fbi~ hvhkbhckbk}{
Fhjkbk}h}dz ji``tgkjh}kig
Mkzhmvhg}hndz?
Mkffkjtb} }i mdfkgd qsimtj})`hsld} zdn`dg}z
Z}hgmhsm z}sh}dnkdz jhg `kzz iqqis}tgk}kdz
Kbbtzkig if zjkdg}kfkj sknis
Vhbtd-bhmdg }ds`z
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Jisqish}d Z}sh}dn{
KKK' Jisqish}d Qhsdg}kgn Z}sh}dn{KKK' Jisqish}d Qhsdg}kgn Z}sh}dn{ ----
Vkd~z }ed jisqish}kig kg }ds`z if sdzitsjdz hgmVkd~z }ed jisqish}kig kg }ds`z if sdzitsjdz hgm
jhqhckbk}kdz }eh} jhg cd tzdm }i ctkbm ctzkgdzzjhqhckbk}kdz }eh} jhg cd tzdm }i ctkbm ctzkgdzz
tgk} vhbtd hz ~dbb hz ndgdsh}d z{gdsnkdz hjsizztgk} vhbtd hz ~dbb hz ndgdsh}d z{gdsnkdz hjsizz
ctzkgdzz tgk}zctzkgdzz tgk}z
Kf }edsd kz niim fk} cd}~ddg Qhsdg}z zlkbbz hgmKf }edsd kz niim fk} cd}~ddg Qhsdg}z zlkbbz hgmsdzitsjdz ~k}e }ed gddmz hgm iqqis}tgk}kdz ifsdzitsjdz ~k}e }ed gddmz hgm iqqis}tgk}kdz if
}ed ctzkgdzz tgk}z" }ed jisqish}kig kz bkldb{ }i}ed ctzkgdzz tgk}z" }ed jisqish}kig kz bkldb{ }i
jsdh}d vhbtdjsdh}d vhbtd Z]DQZ?Z]DQZ?
8'8' Kmdg}kf{Kmdg}kf{ Z}sh}dnkj Fhj}iszZ}sh}dnkj Fhj}isz sdzqigzkcbd fis fks`z ztjjdzzsdzqigzkcbd fis fks`z ztjjdzz
hgm)is fhkbtsdhgm)is fhkbtsd
3'3' Kmdg}kf{ hsdhz fisKmdg}kf{ hsdhz fis qdsfis`hgjd k`qsivd`dg}qdsfis`hgjd k`qsivd`dg}
:':' Hghb{d fk}Hghb{d fk} cd}~ddg qhsdg} hgm ctzkgdzz tgk}zcd}~ddg qhsdg} hgm ctzkgdzz tgk}z