Marketing strategy is a set of goals and objectives, policies and rules that give direction to marketing efforts from time to time at each level and location.

Forms of Marketing Strategy

There are two forms of marketing strategy in order to increase sales volume. According to Philip Kottler, the forms are:

  1. Offensive strategy

This offensive strategy aims to find new customers with this strategy the company hopes to increase market share, sales, and the number of consumers.

  1. Defensive strategy

Defensive strategies include efforts to reduce the possibility of customer exit and switching of consumers to other marketers. This defensive strategy aims to minimize customer turnover and maximize customer retention by protecting its products and markets from competitors’ attacks.

Marketing Strategy Mix

The marketing mix is a set of marketing tools that the company uses to continuously achieve its marketing objectives in the target market. in marketing strategy

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Goods expenditure is the purchase of goods and services that use up to produce market and non-market goods and services. Shopping for goods, among others, can group into 3 categories of shopping, namely:

  1. Expenditures for the procurement of goods and services.

Expenditures for the procurement of goods that do not meet the capitalization value in the financial statements are categorize into operational expenditures and non-operational expenditures. Expenditures for the procurement of consulting services are not include in the category of services expenditure group.

  1. Maintenance spending.

Maintenance expenditures that are incurre and do not increase and extend the useful life and or are unlikely to provide future economic benefits in the form of capacity, production quality, or improvement of performance standards are still categorize as maintenance expenditures in the financial statements.

  1. Shopping trip.

Travel expenditure borne not for the purpose of acquiring fixed assets is categorize as travel expenditure in the …

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