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2.4 Marketing Strategy
<< Once the market is analyzed, a marketing strategy should be
crafted to bring to market the product being developed. That strategy
can be articulated in this section. If the strategy is discussed more fully
in an accompanying MRD – Marketing Requirements Document, the
strategic sections from the MRD can be reproduced here for the
benefit of the users of the PRD – engineering, QA, sales& marketing,
etc. A detailed articulation of how marketing strategies create value by
analyzing marketing mix variabls such as product, product price,
product / company brand, and product incentives; communicate value
by effective use of PR newswire releases, online / print advertisements,
Web 2.0 technologies such as blogs and RSS; and deliver value
through sales / distribution and professional services can be done here,
if a companion MRD is not available for the product. >>
(Note: This section and the previous ones deal with marketing in the
context of the product being developed. If you want to gain a
comprehensive understanding of marketing strategy frameworks,
please look up under
http://www.franteractive.net
, which discusses
frameworks like Four P’s of Marketing, Five C’s, Porter’s Five Forces
for Industry Analysis, etc.)
2.4.1 Market Segmenting and Targeting
(Note:
Also click on the link here to check out the
STP - Segmenting,
Targeting, and Positioning
section of Franteractive’s Business
Strategy Portal.)
<<Describe market segmentation methodology vis-à-vis your product /
product line.>>
(Note: One of the aspects of leadership is to maintain, but challenge the status
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