8.2.2: Marketing Strategy & AI
Master strategic consistency, AI-powered targeting, and algorithmic pricing in the modern marketing landscape
The Golden Thread: Strategic Consistency
AO1: The Cascade Model
Business Objective
"Increase ROI to 25%"
Marketing Objective
"Achieve 15% market share in premium segment"
Marketing Strategy
"Premium positioning with exclusive distribution"
Marketing Tactics (4Ps)
High price, luxury packaging, selective retail, aspirational promotion
AO2: Coordination Principle
The 4Ps Must Align:
Fatal Inconsistency Example:
Rolex selling through Amazon at £99 would destroy 100+ years of brand equity. Customer confusion → Brand dilution → Permanent value destruction.
AO3: IT & AI in Marketing
Big Data Analytics
Analyzing millions of customer interactions to predict purchasing behavior. Amazon's recommendation engine drives 35% of revenue through algorithmic pattern recognition.
Dynamic Pricing
AI adjusting prices every second based on demand, competition, inventory. Airlines change fares 10,000+ times daily to maximize revenue per seat.
Hyper-Personalization
Showing different ads to different people based on browsing history. Netflix creates 1000+ micro-genres to personalize recommendations for 200M+ users.
AI Chatbots
24/7 customer service with instant response times. Reduces service costs by 30% while handling 80% of routine inquiries without human intervention.
Sign In to Keep Going
You've reached the end of the free preview. Sign in — and upgrade to Plus or Pro — to keep going with Business0960.
Full Access
Unlock all 180 lessons