This report provides an overview of strategic marketing principles, focusing on the application of these principles to a business context. It explores the concepts of adaptation and standardization within the marketing mix, highlighting their significance in international market expansion. The report delves into the components of the marketing mix (product, price, place, and promotion) and their relevance to a specific company, Ashanti Marketing Solutions Limited. Furthermore, it examines the Customer-Based Brand Equity (CBBE) model, detailing brand salience, meaning, response, and resonance. The report also covers integrated communication mix and methods, including digital marketing, online platforms, and sponsorship. Finally, it discusses various measures of success, such as sales targets, market share, profitability, and return on investment, providing a comprehensive analysis of strategic marketing strategies and their impact on business performance.
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