We've covered the foundation of market planning, and now you're ready to consider your Marketing Strategy. This will be your formal plan for entering and developing dominance in each of the new market segments you've selected or for gaining a greater share of your existing markets. Your situation, goals and objectives will determine how many markets you target.
Typically, you'll need different marketing strategies for each market segment, as well as solid expertise in the unique wants and needs of your prospects and clients. And following a distinctive strategy for different groups ensures that you build, maintain, and continually strengthen your position, competitive advantage and identity.
The best market strategies incorporate your goals and objectives, and leverage your professional identity branding and communications technologies to get your name and message across – and create some astonishing efficiencies. While smart marketing, not exotic technology, will make you successful, you'll have to squeeze every drop of productivity out of your Internet applications and other tools, and be ready to react quickly to important new bells and whistles.
– Philip Kotler, Marketing Professional Services
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