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Strategic Marketing: The 3 C's Explained

The document discusses the key aspects of marketing including the 3 C's of marketing - customers, company, and competition. It outlines the marketing triangle showing how customers, company, and competition interact. There are 3 levels of marketing - strategic, strategy, and tactics. Market segmentation involves dividing the market into similar consumer groups. Demographic, psychographic, behavioral, and industrial segmentation variables are provided as examples to segment markets. The functions and goals of marketing are also summarized.

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81 views5 pages

Strategic Marketing: The 3 C's Explained

The document discusses the key aspects of marketing including the 3 C's of marketing - customers, company, and competition. It outlines the marketing triangle showing how customers, company, and competition interact. There are 3 levels of marketing - strategic, strategy, and tactics. Market segmentation involves dividing the market into similar consumer groups. Demographic, psychographic, behavioral, and industrial segmentation variables are provided as examples to segment markets. The functions and goals of marketing are also summarized.

Uploaded by

jm
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

The Strategic 3 Cs of Marketing

CUSTOMERS

COMPANY

COMPETITION

The Input and Output of Marketing

Sales

Customer

Company Competition

Profit Market Shares

Standard of Judging Marketing effectiveness

Better than Before



Sales

Customer

Company Competition

Profit Market Shares

Better than expected Better than Others
FUNCTIONS OF MARKETING
1.Buying
2. Selling
3.Storage
4.Financing
5. Transportation
6. Processing
7.Risk-taking
8.Market information
9. Grading and Standardizing

MARKETING TRIANGLE

Customers

Company Competition

There are 3 levels on which a firm does its marketing activities:

1. Strategic Marketing Management- focus on vision and mission, industry and competition, key factors
for success, strength and weaknesses analysis, opportunities and threats analysis.
2. Marketing Strategy focus on market segmentation, target market positioning.
3. Market Tactics focus on product, placement (distribution), promotion, pricing
Positioning emphasizes key attributes that differentiates products i the consumer mind.

MARKET SEGMENTATION
-dividing the market into group of similar consumers.
-enables the company to develop a positioning and marketing mix strategy that can satisfy a smaller,
more focused range of customers needs and wants given the identified opportunity.

DEMOGRAPHIC SEGMENTATION
Variables Some Examples
Age Infant Yuppies
Toddler Middle age
Tween Matured
Teenager Retirees
Work beginner

Gender Male, Female, In-between

Civil Status Legitimate Single Single Parent


Married Separated
Divorced Widow/Widower

Income A, B, C+, Broad C, D, E

Education Illiterate Vocational


Grade School College
High School Masters/Doctoral

Profession Unemployed Housewife, Mother


White collar worker Blue collar worker
Executive Owner
Professional Military
Farmer Technical worker
Teacher Student
Retirees Religious
OFW

Location
a. Density Urban, sub-urban, Rural
b. Geographic GMA Luzon
Visayas Mindanao
Asia Middle East
Europe Africa
USA Russia

Family Siize Bachelor Husband and Wife


Small Family Big Family

Religion Catholic Protestant


Iglesia ni Cristo Born-Again
Buddhist Muslims

Nationality Filipino Chinese


Japanese American
Korean

Climate Hot, Cold


PSYCHOGRAPHIC SEGMENTATION
Social Issues Personal Interest
Religion Family
Politics Home
Work Food
Drugs Health
Womens rights Friends
Sex Shopping

BEHAVIORAL SEGMENTATION

Variables Examples
Purchase frequency Regular, Occasional

User status Non-user Ex-user


First-time user Regular user

Usage rate Heavy user Strong


Light user Small

Loyalty status Absolute Strong


Medium Small
None

Readiness Unaware Aware


Interested Desirous
Intending to buy

INDUSTRIAL SEGMENTATION
-business-to-business marketing, has fewer buyers who order in larger quantities.

Variables Examples
Demographic Industry, company size, Geography

Operating Variables User / Non-user status


Customer requirements
Technology

Purchasing Approaches Purchase policies, Organization


Decision criteria

Situation factors Urgency, Specific Application


Or End-Use, Order size

Personal Characteristics Compatibility Attitude toward risk


Loyalty

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