Page 12 - INNO4CHANGE_WP3_M7_Self-study session_EN

Why is it necessary to establish a marketing

strategy before starting a dialogue with the

market?

Dialogue with the market consumes company resources. For this

consumption of resources to have an adequate return, it is necessary to set

objectives of various types that we generally call conversion objectives (they

can be a specific action, a purchase, a change of mental position, etc.). These

conversion objectives must be aligned with the general strategy of the

business as a whole or as a part of it if we work with differentiated offer

catalogues and segments.

Why is it very convenient to work on the marketing strategy

broken down into the 4Ps of the Marketing Mix?

The offer within a product/service category (i.e. rural veterinary service) is perceived as the combination of

the product or Service, Price demanded in exchange, Place or way of purchasing or contracting, and

communication and promotion elements accompanying it. The perception of our product by the customer

is the aggregate perception of these dimensions.

The product expected by the market evolves and, as it is built by comparison, it can also change in very separate cultural and

economic spaces. We must know the current situation and the foreseeable evolution of the 4Ps to maintain their efficiency

and effectiveness and to create differentiated plans that make these four constituent elements evolve in the direction that

interests our strategy.