the need for the marketing strategy to be consistent with the business, the product and the market

Why consistency matters

Think of a marketing strategy as a recipe. The chef is the business, the ingredients are the product, and the diners are the market. If any part is off, the dish (strategy) won’t satisfy everyone.

Approaches to Marketing Strategy

• Product‑centric strategy – Focus on the product’s features and quality.
• Market‑centric strategy – Focus on customer needs and wants.
• Competitive strategy – Focus on what rivals are doing.
• Integrated strategy – Blend all three for a balanced approach.

Ensuring Consistency

1. Align the strategy with business objectives (e.g., growth, profit).
2. Match it to the product’s strengths (innovation, design).
3. Fit it to the market’s demands (price sensitivity, trends).

Example: Apple vs. Budget Phone 📱

Exam Tips for 9609 📚

Tip 1: Draw the business‑product‑market triangle to show how the strategy fits all three.

Tip 2: Use a real‑world example (Apple, Nike, etc.) to illustrate alignment.

Tip 3: Start answers by explaining why consistency matters before listing approaches.

Tip 4: Keep answers clear and concise; use bullet points where possible.