Tài liệu Giáo trình: Marketing Management_ Chapter 02 doc

2 - 1

Chapter Chapter

2

A Strategic A Strategic

Marketing Marketing

Framework Framework

2 - 2

Key Learning Points Key Learning Points

ƒ Elements of a complete marketing Elements of a complete marketing

strategy strategy

ƒ Developing a value proposition Developing a value proposition

ƒ Developing competitive advantage Developing competitive advantage

ƒ Positioning products and services Positioning products and services

ƒ The product life cycle and how it The product life cycle and how it

affects marketing strategies affects marketing strategies

2 - 3

Figure 2-1:

A Complete

Marketing Strategy