By definition, operational marketing refers to the means chosen to materialize in the field the objectives previously defined in the marketing strategy.
This is a short-term policy that follows and adapts to market developments. Operational marketing is in fact situated between the action which is constantly evolving on the ground and the marketing strategy which concerns general policy.
Operational marketing is subdivided into four distinct segments, also known as the “marketing mix”. These four complementary points make it possible to simplify decision-making related to marketing. The four main points, also called 4Ps of operational marketing are:
The operational marketing of the 5Cs is a segmentation aimed at increasing the exhaustiveness of the analysis and acting more effectively. This is to detail the characteristics of each item:
Operational marketing emphasizes the role played by the market. The creation of a successful business enterprise is one of the main objectives of operational marketing. To optimize its product and service strategy, identifying the characteristics of the market: evolution, players, context, etc. is essential. The company could thus better adjust its offer according to a given market segmentation or rely on the brand strategy to broaden its field of action.
Decision making is informed. Operational marketing takes into account, among other things, the following points:
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