Marketing Strategy and Marketing Channels of Communication

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1、MarketingStrategyandMarketingChannelsofCommunicationMajidIntroductionNowadays,servicesdynamicworldmakesmarketingpromotionsimportantmorethanlasttimes.Aserviceshouldbedesignedbasedonthecustomerneedsanditspriceisrealistic.Italsoisnecessarythattheservicesbedistributedt

2、hroughconveniencedistributionchannelsandbeadvertisedamongcustomersactively.Newcompaniesshouldattempttoregulatetheirproductspriceappropriatelyandalsomakecommunicationaleffortssoexactlythatbeabletomakepositionforthemwhichisattractivefortargetmarketcustomers.Generally

3、,thestrategiescanbedividedintothreegroupsincludingtotal,business,andfunctionalstrategies.Thefunctionalstrategiesrefertotheappliedattitudeinabusinessunitforachievingcompaniesandbusinessesmaingoalsthroughmaximizingresourcesproductivity.Functionalstrategiesincludemark

4、eting,financial,researchanddevelopment,productionandoperations,humanresourcesmanagement,andinformationsystems.So,marketingstrategyisconsideredasafunctionalstrategy.Marketingstrategiesrefertotoolswhichcanbeusedforachievinggoals.Thesestrategiesrefertothisquestion“how

5、goalscanbeachieved?”Marketingdesignsuccessdependsontheefficiencyofmarketingstrategies.Itispossibletodetermineastrategyforeverymarketingmixelements(Hart,2003).Indeed,marketingstrategyincludesdifferentvariablesthatthecompanycancontrolthemorwhichthecompanycanadaptitse

6、lfwiththemsoexactlythathelpstheorganizationtoachieveitsgoals.Indeed,itistheinternalfacilitiesandauthoritiesthatcanbecontrolled.Ontheotherhand,demand,competitionforces,distributionstructure,marketingrules,andnon-marketingcostsarethemainuncontrollable(environmental)v

7、ariables.Themarketingstrategycontrollablevariablesincludeproduct,price,place,distribution,people(employees),assets,process,andphysicalequipment.ReviewofliteratureGenerally,marketingmixreferstothemarketingmanagements’mainefforts.Afterselectingatargetmarket,marketing

8、managershavetodevelopasystematicsalesplanforattractingcustomersandcreatinglong-termrelationswiththem.Marketingplanisresultedfrommanagerialdecisio