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The 2nd thing you need to know about Strategic Marketing: THE BALANCE OF PERCEIVED VALUE
1. MARKETING STRATEGY
10 THINGS YOU NEED TO KNOW ABOUT STRATEGIC MARKETING
BASICS YOU NEED TO KNOW
ABOUT STRATEGIC MARKETING
Multilingual Marketing Catherine Gason
Strategy & Virtual Assistance www.catherinegason.com
2. MARKETING STRATEGY
10 THINGS YOU NEED TO KNOW ABOUT STRATEGIC MARKETING
1. The AMA’s Marketing definition
2. The Balance of Perceived Value
3. The AMA’s Marketing Strategy definition
4. Segmentation, Targeting, Positioning
5. Branding
6. Marketing-Mix
7. Product
8. Price
9. Place
10. Promotion
Multilingual Marketing Catherine Gason
Strategy & Virtual Assistance www.catherinegason.com
3. 2
THE BALANCE OF PERCEIVED VALUE
10 THINGS YOU NEED TO KNOW ABOUT STRATEGIC MARKETING
the value that is perceived by your target customers is the balance
between the perceived benefits and the perceived costs for the
products or services you offer
perceived perceived perceived
benefits - costs = value
performance, price, efforts, depending on
quality, risk and cost competitors’
services, bran offers
d, of change, and customer
s’
etc. etc. satisfaction
Multilingual Marketing Catherine Gason
Strategy & Virtual Assistance www.catherinegason.com
4. 2
THE BALANCE OF PERCEIVED VALUE
10 THINGS YOU NEED TO KNOW ABOUT STRATEGIC MARKETING
►to create value able to be perceived by your
target customers, you can:
● either increase the perceived benefits
● or reduce the perceived costs
● leveraging on marketing variables such
as STP (Segmentation, Targeting and
Positioning), Branding and Marketing-Mix
(4Ps)
Multilingual Marketing Catherine Gason
Strategy & Virtual Assistance www.catherinegason.com
5. 2
THE BALANCE OF PERCEIVED VALUE
10 THINGS YOU NEED TO KNOW ABOUT STRATEGIC MARKETING
segmentation yo
ma ur
targeting le v r k e
er tin
positioning ag g
es
increase branding
perceived marketing-mix
benefits
+ VALUE -
decrease
perceived
costs
Multilingual Marketing Catherine Gason
Strategy & Virtual Assistance www.catherinegason.com
6. MARKETING STRATEGY
10 THINGS YOU NEED TO KNOW ABOUT STRATEGIC MARKETING
To read the description of the presentation, please go to:
http://www.catherinegason.com/2012/09/balance-value
Next week’s presentation will be about:
The AMA’s Marketing Strategy definition
Feel free to contact me if you have any questions: Catherine Gason
Multilingual Marketing Strategist & VA
catherine@catherinegason.com
www.catherinegason.com
Multilingual Marketing Catherine Gason
Strategy & Virtual Assistance www.catherinegason.com