Marketing Lecture 5 PDF

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Marketing lecture 5 summary and notes: strategic marketing part 2

2. Planning of the core task profile

Product innovation

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“I think there is a world market for maybe five computers” – Thomas J. Watson “if I had asked people what they wanted, they would have said faster horses” – Henry Ford

Imitation I:  Nespresso and other brands that copied (Nespresso: 0,69.-, Aldi alternative: 0,12.-)  Same for chocolate bars: Lion chocolate bars imitated by others Product maintenance

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Example with VW Golf: many generations Revitalization: bring an old product back on the market (e.g., Mini Cooper cars) Differentiation / variation  e.g., standard Mini Cooper, Mini Cooper electric, Mini countryman

Different requirements of the core tasks

3. Positioning Planning

Positioning strategy: reactive positioning

Positioning strategy: active positioning

Positioning strategy: example

Value positioning

4. Marketing Mix

Recap: strategic marketing: components and business areas:...