Basic Concepts

Match between a company’s capabilities and the wants of customers in order to achieve the objectives of both parties

Based upon classic marketing 4 P’s:Product, Price, Promotion, Place

1. Defining markets 2 Quantifying needs of customer segments 3. Determining value propositions 4. Communicating these propositions to

everyone in the organization 5. Playing an appropriate part in delivering

these communications 6. Monitoring the value that was actually

delivered

1. Invest and grow 2. Extract earnings selectively 3. To harvest

4. To divest

1. Expand range 2. Improve qualities or features 3. Consolidate range 4. Standardize design 5. Reposition product 6. Change the mix 7. Branding

1. Change advertising 2. Change promotion 3. Change mix between call centers, direct mail, and

Internet 4. Change selling 5. Change overall communication mix

1. Change price 2. Change terms and conditions 3. Penetration policy 4. Skimming policy

1. Change channels 2. Change delivery or distribution 3. Change service levels 4. Forward or backward integration

Connecting Goals and Go-To Market Strategieshttp://hbswk.hbs.edu/item/6529.html

Milkshake Marketinghttp://hbswk.hbs.edu/item/6496.html

Connecting Goals and Go-To Market Strategieshttp://hbswk.hbs.edu/item/6529.html

Milkshake Marketinghttp://hbswk.hbs.edu/item/6496.html