Strategic Marketing Issues

Countless marketing variables affect the success or failure of strategy implementation efforts. Some strategic marketing issues or decisions are as follows:

  1. How to make advertisements more interactive to be more effective
  2. How to take advantage of Facebook and Twitter conservations about the company and industry
  1. To use exclusive dealerships or multiple channels of distribution
  2. To use heavy, light, or no TV advertising versus online advertising
  3. To limit (or not) the share of business done with a single customer
  4. To be a price leader or a price follower
  5. To offer a complete or limited warranty
  6. To reward salespeople based on straight salary, commission, or a combination salary and commission

Three marketing activities especially important in strategy implementation are listed below and then discussed:

  1. Engage customers in social media.
  2. Segment markets effectively.
  3. Develop and use product-positioning/perceptual maps.

Source: David Fred, David Forest (2016), Strategic Management: A Competitive Advantage Approach, Concepts and Cases, Pearson (16th Edition).

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