Hbr's 10 Must Reads On Strategic Marketing Pdf 21 UPD
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Marketing plans are strategic documents, intended to provide direction for the marketing mix of products and services. The marketing plan is the product of a complex set of influences and relationships that move towards a single goal: the successful implementation of a marketing strategy that meets the business strategy and financial goals.
Marketing management is the active pursuit of a strategy to guide the actions of a marketing organization. This is accomplished by combining the disciplines of strategy, planning, operations, and finance.
Marketing is a way of reaching people. Once a company has decided that it wants to market its goods or services, one of the most important considerations is who to target. It is, after all, an organization's customers who will determine how effective its marketing is.
In the case of new products, such as the H1N1 vaccine, a marketing mix strategy needs to be designed. Since the H1N1 influenza vaccine is still in its early stages of development, it is essential to have a comprehensive marketing mix strategy that will be followed before the product is released into the market. Such a strategy should include the definition of potential customers, the development of a communication plan, and the definition of product attributes that will help differentiate the product to the target customers.
To be effective, marketing has to take place in the right place, with the right time, and with the right touch. It has to be coordinated with all other aspects of the organization's business and operations.
Need to catch up on the latest marketing and business news? Here's a round-up of the top stories from the past week.
Uber Cuts Its Prices to Compete with Lyft
In an attempt to compete with its rival Lyft, Uber cut prices by as much as half in some cities. The move is likely to be an attempt to get back customers who have been abandoning it because of the $1,000 price difference between the two companies. Uber CEO Travis Kalanick said the move was necessary to create a “strategic imperative to return to the market and win people back.”
Customers are a company's lifeblood, and when customers leave, it's a sign that the company has failed. Faced with low customer rates, Uber has been cutting prices to try to draw customers back into the app. But that has gone too far: a price cut to [1_TEXT].40 could net Uber only $28.7 million in profit from its $8.3 billion in total revenue, according to MarketWatch .
The New York Times reports that Uber has been quietly lowering prices in order to compete with Lyft. After raising prices from $2.99 to $3.99, it's now cut the price to $2.29.
Uber’s move comes as it faces increasing competition from Lyft. The two companies began offering the same services in 2014 but have been competing in many markets.
Uber says the price cuts are in the first of a four-phase plan. In phase two, the company will launch its Express Pool service, which will allow riders to share rides with drivers who don't even have the app. 827ec27edc
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