Absolute Essentials of Strategic Marketing


The essence of strategyThe marketing strategy in relationship to overall corporate strategyMarketing strategy’ considerationsStakeholder interests and valuesStrategic windowsOpportunities and threats presented by the opening and closing of strategic windowsCompetitive strategyThe strategic processProcess for formulating a competitive strategyStrategy identificationImplementation of strategiesExploring strategy’QuestionsReferencesFurther readingProduct portfolio and marketing capabilitiesThe product life cycleThe length of the product life cycleFeatures of the product life cycle stagesThe product/service portfolioPortfolio modelsComments on portfolio model usageMarketing capability analysisMarketing competenciesAssessing competitive advantageQuestionsReferencesFurther readingIndustry and competitionIndustryIndustry life cycleFragmented industriesThe need to identify strategic groups within industriesCompetitionFactors influencing competitionCompetitive strategy and profitabilityStrategy typologiesUnderstanding competitors ’ strategiesQuestionsReferencesFurther readingThe marketing environmentThe changing nature of social and cultural aspects of consumersDemographyThe nature of cultural valuesChanges in values and attitudesThe influence of political, fiscal and economic policiesPolitical and fiscal policiesThe economic cycleInflationThe influence of technologyChanges in distribution patternsHow firms respond to environmental changeGreen marketingLegal environment and its influence on marketing activitiesEthics and code of practicePressure groups, watchdogs and consumerismQuestionsReferencesFurther readingCustomer and market analysisCustomer analysisHabitual purchasesImpulse buyingLimited decision makingComplex buying decisionsLevel of involvementPostmodernism in consumer behaviourOrganizational buying decisionsPrimary concerns of organizational buyersBuying rolesMarket analysisDefining market demandPredicting future demandAsking people questionsSURVEYS OF BUYERS’ INTENTIONSCOMPOSITE OF SALES FORCE OPINIONEXPERT OPINIONAnalyzing past dataStatistical demand analysisForecasting sales of new productsLong-term forecastingQuestionsReferencesFurther readingSustainable competitive advantageCore competenciesCore competencies and competitive advantageGeneric strategiesLow-cost strategiesDifferentiationBuilding strong brandsBrands and strategyBrand trends at the retail levelCounter strategies available to producersProducer retailer partnershipsEthical brandingFocus strategiesFocusing the product lineTargeting a segmentLow-share competitorsThe pre-emptive moveQuestionsReferencesFurther readingGrowth strategiesGrowth strategiesMarket penetration strategy of existing marketsProduct development strategyNew product failuresA methodical approach to screening new and developing new productsScreeningBusiness analysisTest marketingMarket development strategyDiversificationVertical integrationEvaluating growth strategiesQuestionsReferencesFurther readingSegmentation, targeting and positioningSegmentationMarket segmentation researchSegmentation strategySegment synergiesMarket targeting and positioningFactors influencing choice of targeting strategyChoice of segment(s)PositioningPositioning conceptsCorporate positioningQuestionsReferencesFurther readingMarketing mix strategyMarketing mixThe product as a complex entityProduct mixProduct-line decisionsDistribution strategyPricing decisionsIncreasing prices without increasing pricesPrice leadership strategyMarketing communicationsMarketing communication objectivesDesigning the messageMedia decisionsSellingSales promotionMarketing mix and the use of the InternetTotal integration of the marketing mixQuestionsReferencesFurther readingInternational marketingReasons for firms engaging in international marketingInternational market entry methodsMarketing mix strategy for international marketsDeveloping an internationalization strategyUsing a global positioning strategy and marketing mixConditions where a global marketing approach may be most usefulDisadvantages of adopting a global strategyAnalysing international marketing opportunitiesUsing the World Wide WebQuestionsReferencesFurther readingMarketing planning and implementing marketing strategyIntroductionGap analysisAssessing company strengths/weaknesses and threats and opportunities in the environment - SWOT analysis and the TOWS matrixThe marketing planFormulating the plansStrategic collaborationAlliances and partnershipsStrategic alliances: management issuesRelationship marketingQuestionsReferencesFurther reading
 
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