This is a book chapter which helps you to
1. Understand why marketing strategy planning involves a
process of narrowing down from broad opportunities to a
specific target market and marketing mix.
2. Know about the different kinds of marketing
opportunities.
3. Understand why opportunities in international markets
should be considered.
4. Know about defining generic markets and
product-markets.
5. Know what market segmentation is and how to segment
product-markets into submarkets.
6. Know three approaches to market-oriented strategy
planning.
7. Know dimensions that may be useful for segmenting
markets.
8. Know what positioning is— and why it is useful.
9. Understand the important new terms
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