Factors Affecting Marketing Strategies: Pricing, Channel Structure and Advertising Strategies

Abstract

The world economy is changing, this is a fact. New technology, new communication possibilities have reduced the physical boundaries and have made customers more knowledgeable and with more requirements. Overcoming those challenges, companies (in specific SMEs) are striving to develop new strategies to respond to new requirements and working conditions in their market environments, are facing different challenges that needs to be overcome through developing proper marketing strategies. There are many factors that may seem to be important. As reviled by this study, the most common strategies that firms implement, on their path toward economic growth, are based on Pricing, Channel Structure and Advertising Strategies, which are seen as the most effective tools to reach customers and to develop a sustainable firm’s strategy. Additionally, there are differences between firms implementing standardized strategies form those that are focused more on localized advertising strategies.

Keywords: Marketing Strategies, Pricing, Channel Structure, Cost Leadership, Differentiation

JEL Classification: M30, M31, P22, P42