Rather, firms would do better by becoming competitor-oriented.
However, to be successful in markets in which economic growth has leveled and in which there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required.
Such a strategy considers a portfolio of products and takes into account the anticipated moves of competitors in the market.
Barco had been perceived as a leader, introducing high quality products first and targeting a niche market that was willing to pay a higher price.
Even though Barco's market was mainly in graphics projectors, the company had not introduced a new graphics projector in over two years. However, video projectors were not Barco's market. Barco's engineers had been working long hours on their new projector that would not be as good as Sony's.
Some people thought they should not stop work on that product since the engineers' morale would suffer after being told how important it was to work hard to get the product out.
However, even considering the morale of the product team, it would not have been a good idea to introduce a product that was inferior to that of Sony. Barco wisely stopped working on the inferior product and put a major effort in developing a projector that outperformed Sony's.
The Barco case illustrates several marketing strategy concepts: A firm that follows a skimming strategy seeks to be the first to introduce a product with very good performance, selling it to the innovator market segment and charging a premium price for it.
It makes as much profit as possible, then moves on when the competition arrives. The price is likely to fall over time as competition is encountered.
Such a skimming strategy contrasts with a penetrating strategy, which seeks to gain market share by sacrificing short-term profits, and increasing the price over time as market share is gained. Competitors have certain strengths and abilities.
To succeed, a firm must leverage its own unique abilities. A firm should prepare defensive strategies before potential threats arrive. If the competition surprises a firm with the introduction of a vastly superior product, the firm should resist the temptation to proceed with its mediocre product.
A firm never should introduce a product that is obsolete when it hits the market. The competition's probable response to a firm's actions should be considered carefully. Marketing Research for Strategic Decision Making The two most common uses of marketing research are for diagnostic analysis to understand the market and the firm's current performance, and opportunity analysis to define any unexploited opportunities for growth.
Marketing research studies include consumer studies, distribution studies, semantic scaling, multidimensional scaling, intelligence studies, projections, and conjoint analysis.
A few of these are outlined below. Semantic scaling is not very accurate since the consumers are polled according to an ordinal ranking so mathematical averaging is not possible.
For example, 8 is not necessarily twice as much as 4 in an ordinal ranking system. Furthermore, each person uses the scale differently.
Multidimensional scaling MDS addresses the problems associated with semantic scaling by polling the consumer for pair-wise comparisons between products or between one product and the ideal. The assumption is that while people cannot report reliably which attributes drive their choices, they can report perceptions of similarities between brands.
However, MDS analyses do not indicate the relative importance between attributes. Conjoint analysis infers the relative importance of attributes by presenting consumers with a set of features of two hypothetical products and asking them which product they prefer.
This question is repeated over several sets of attribute values. The results allow one to predict which attributes are the more important, the combination of attribute values that is the most preferred. From this information, the expected market share of a given design can be estimated.
Multi-Product Resource Allocation The most common resource allocation methods are:Even big brands can have trouble turning out marketing videos quickly. Crate and Barrel’s marketing team wanted to create a video promoting their spring catalog, but didn’t have the .
An overview of marketing strategy issues, market research for strategic decision making, multiple product resource allocation, new product diffusion curve, and dynamic product . Good product + Strong Marketing strategy = BOOM!
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Here’s an easy 7-step guide to affiliate marketing for beginners. Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of marketing: Product, Price, Place (location) and Promotion.