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:
- 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.
- 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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