TMP 124 Lecture 16 Summary

University of California, Santa Barbara **We aren't endorsed by this school
TMP 120
Apr 11, 2023
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TMP 124 2022 Winter TMP 124 Summary
Marketing Create value for customers and build strong customer relationships in order to capture value from customers. Attract new customers by promising superior value, deliver those benefits to retain and grow their acceptance, spend, & referral. Reflect company strategy, capabilities (Value Chain), and desired competitive advantage. Assess external environment, industry, SWOT, comp, etc... Brand positioning: Integrate fit to segments and the value of product and service offering benefits
3 Opportunity Plan Do Target and size the opportunit Define target market Customer benefit Expected value Desired advantage Basis for our difference Competition Skills and resources Action steps and measures: Goals Commercialization and Operations Marketing and Sales Service After-life support Verify Reflects Strategy
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