Marketing Strategy

What this page covers

The unit sits in the Marketing Strategy and Planning strand of Marketing, advertising and sales. Most of what is listed is mind maps, with quizzes, flashcard decks, flowcharts, notes and a slide set alongside them. The core ideas are market segmentation, targeting, positioning, growth models and the planning of a company's direction.

Where to start

Begin with the mind map Segmentation, Targeting and Positioning. It defines segmentation as dividing a market into distinct groups with distinct needs, characteristics or behaviour. Then read STP, which lists the steps: identify bases for segmentation, describe each segment, and judge how attractive each one is.

Next, move to Market Positioning, which looks at where a business places a product in relation to customer perceptions and competitors. After that, try the Ansoff Matrix map, a planning model that helps a business decide its product and marketing strategy. Its first growth strategy is market penetration.

Using quizzes and maps together

• Read a map first, then take a quiz on the same idea.
• Try the quiz on company and marketing strategy, which tests the processes that set the stage for planning in the firm.
• Take the customer value-driven strategy quiz to check you can name segmentation and apply it to examples such as the Whopper Detour promotion.
• Use the Marketing in the 21st Century Chapter 3 Practice Quiz for questions on organisational direction and separate plans for product lines.

Wrong answers show you which map to reopen.

Flashcards and wider reading

The deck on competitor analysis and segmentation asks how to define a competitor and what questions to pose about the competitive landscape. There are also decks on positioning, market entry strategies and Ansoff's Matrix, plus notes created from mind maps. One quiz is in Spanish, and a few resources touch on A-level Business content.

Everything here was made by GoConqr users, so styles differ. Compare a few maps on the same topic and keep the clearest one as your base.

Your next step

Choose one topic from the list, such as positioning, and work through a map, a deck and a quiz in turn. Then make a short set of your own to match your course.