Strategic marketing decisions and choices

8/9/2019 Strategic marketing decisions and choices

1/18

Z}sh}dnkj `hsld}kgn mdjkzkigz

hgm jeikjdz

8


2/18

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{


3/18

Z}sh}dnkj mdjkzkigz h} }ed ftgj}kighb bdvdb

Qsimtj}z }i iffds

@hsld} zdn`dg} }i }hsnd} @hsld} qizk}kig }hj}kjz


4/18

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'


5/18

@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'


6/18

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


7/18

>


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 ìsd fks`z kg ~ekje z}ijl kz]shgzhj}kig kgvibvkgn }~i is ìsd 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 ìsd fks`z }i hjekdvdQhs}gdszekq if }~i is ìsd 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


8/18

5


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


9/18

;


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


10/18

81


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


11/18

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


12/18

83


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


13/18

8:


:' 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


14/18

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 ìgd{ zeitbm ~d zqdgmEi~ `tje if its }k`d hgm ìgd{ 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 ìgd{ zeitbm ~d zqdgmEi~ `tje if its }k`d hgm ìgd{ zeitbm ~d zqdgm

mdvdbiqkgn gd~ jiz}b{ qsimtj}z" ìz} if ~ekje ~kbbmdvdbiqkgn gd~ jiz}b{ qsimtj}z" ìz} if ~ekje ~kbb

gdvds cd ztjjdzzftb9gdvds cd ztjjdzzftb9


15/18

84

CJN @h}sku %Qis}fibki Hghb{zkz+

Ftgmkgn Mdjkzkigz hgm Qsimtj} Bkfd J{jbd


16/18

86

ND Ctzkgdzz Zjsddg %Qis}fibki Hghb{zkz+

H^kggdsz ^kggdsz

C

J

Xtdz}kig@hslz

M

F

Hvdshnd

Ctzkgdzzdz

D^kggdsz

Bizdsz

NBizdsz

E

BizdszQsifk}

Qsimtjdsz

Z}sign Hvdshnd ^dhl

Bi~

@dmkt`

Ekne

Ctzkgdzz Z}sdgn}e)Ji`qd}k}kvd Qizk}kig


17/18

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


18/18

85

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

Date post:	30-May-2018
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Strategic marketing decisions and choices

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