Based on relative competitive scope (broad target to narrow target)

What is market segmentation and why is it important?
March 13, 2020
Disney is using an integrated marketing communications program
March 13, 2020

Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower

cost to differentiation), Porter’s four generic business strategies are differentiation, cost focus, cost leadership, and exclusivity.

electronic-focus.

quality focus.

differentiation focus.

service leadership.

Step 3 in the planning phase of the strategic marketing process is the situation analysis.

the market-product focus and goal setting.

the marketing program.

implementation.

obtaining resources.

The consumer products industry is one with several large competitors, soaring raw materials prices, and strong demands from powerful retailers for lower prices. As a result, Colgate-Palmolive Co. and Unilever Group, the makers of products such as Colgate toothpaste and Ben & Jerry’s ice cream, both reduced their earnings forecasts. Yet Procter & Gamble, another consumer products company, did not. At P & G, innovation is a key attribute, allowing the company to update all 200 of its brands and to invent products, such as Crest Whitestrips, that consumers crave. P & G has also used its marketing know-how to develop unique product placements on television shows that highlight its brands. A SWOT analysis of this information for P & G would indicate that the overall industry situation is a _____, whereas the invention taking place at P & G is a _____. strength; weakness

weakness; threat

threat; strength

opportunity; threat

opportunity; strength

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