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1、MarketingStrategyandMarketingChannelsofCommunicationMajidIntroductionNowadays,servicesdynamicworldmakesmarketingpromotionsimportantmorethanlasttimes.Aserviceshouldbedesignedbasedonthecustomerneedsanditspriceisrealistic.Italsoisnecessarythattheservicesbedistributedt
2、hroughconveniencedistributionchannelsandbeadvertisedamongcustomersactively.Newcompaniesshouldattempttoregulatetheirproductspriceappropriatelyandalsomakecommunicationaleffortssoexactlythatbeabletomakepositionforthemwhichisattractivefortargetmarketcustomers.Generally
3、,thestrategiescanbedividedintothreegroupsincludingtotal,business,andfunctionalstrategies.Thefunctionalstrategiesrefertotheappliedattitudeinabusinessunitforachievingcompaniesandbusinessesmaingoalsthroughmaximizingresourcesproductivity.Functionalstrategiesincludemark
4、eting,financial,researchanddevelopment,productionandoperations,humanresourcesmanagement,andinformationsystems.So,marketingstrategyisconsideredasafunctionalstrategy.Marketingstrategiesrefertotoolswhichcanbeusedforachievinggoals.Thesestrategiesrefertothisquestion“how
5、goalscanbeachieved?”Marketingdesignsuccessdependsontheefficiencyofmarketingstrategies.Itispossibletodetermineastrategyforeverymarketingmixelements(Hart,2003).Indeed,marketingstrategyincludesdifferentvariablesthatthecompanycancontrolthemorwhichthecompanycanadaptitse
6、lfwiththemsoexactlythathelpstheorganizationtoachieveitsgoals.Indeed,itistheinternalfacilitiesandauthoritiesthatcanbecontrolled.Ontheotherhand,demand,competitionforces,distributionstructure,marketingrules,andnon-marketingcostsarethemainuncontrollable(environmental)v
7、ariables.Themarketingstrategycontrollablevariablesincludeproduct,price,place,distribution,people(employees),assets,process,andphysicalequipment.ReviewofliteratureGenerally,marketingmixreferstothemarketingmanagements’mainefforts.Afterselectingatargetmarket,marketing
8、managershavetodevelopasystematicsalesplanforattractingcustomersandcreatinglong-termrelationswiththem.Marketingplanisresultedfrommanagerialdecisio
