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Foundations
 

Foundations

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Strategic Marketing Mangement

Strategic Marketing Mangement

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    Foundations Foundations Presentation Transcript

    • FOUNDATIONS OF STRATEGIC MARKETING MANAGEMENT Marketing 3349
    • Strategic Marketing Management
      • Defining:
        • A Company’s Business
        • A Company’s Mission
        • A Company’s Goals
    • A Company’s Business
        • Types of Customers
        • Needs of Customers
        • Means or Technology
        • Customer Satisfaction Focused
    • A Company’s Mission
        • Written Statement
        • Scope of Operation
        • Management’s Vision
        • Guidance for Market and Product Evaluation
        • Inspire and Challenge Employees
    • A Company’s Business Goals
        • Converts Mission into Tangible Action
        • Three Types:
          • Production
          • Marketing
          • Financial
        • Problem Centered and Future Oriented
        • Arise from Situation Analysis
    • Converting Opportunities
      • What Might We Do?
        • Environmental Opportunity
      • What Do We Do Best?
        • Distinctive Competency
      • What Must We Do?
        • Success Requirements
    • S.W.O.T. Analysis
      • Strengths
        • Distinctive Competency
      • Weaknesses
        • Obstacles to Opportunities
      • Opportunities
        • Environmental Opportunity
      • Threats
    • Product-Market Strategies
      • Market-Penetration
        • Expand Market Share
      • Market-Development
        • Enter New Markets
      • Product-Development
        • New Product Offerings
      • Diversification
        • Create or Acquire New Products/Service
        • Offer to New Markets
    • Bases for Strategy Selection
      • Market Data
        • Size
        • Buying Behavior
        • Requirements
      • Environmental Forces Data
        • Social (women in workforce)
        • Legal (new legislation)
        • Political (deregulation)
        • Economic (shifts in income)
    • Bases for Strategy Selection
      • Competitive Activity
        • Evaluate Current Strategies
        • Consider Alternative Strategies
      • Cost/Benefit Analysis
        • Cost to Implement Strategy
        • Benefit of Strategy
        • Probability of Success
    • Strategy Selection
      • A.T. Kearney Probabilities
      • Decision Tree Analysis
        • Possible Actions
        • Competitive Reactions
        • Resultant Outcomes
    • Designing The Marketing Mix
      • Kind of Product
      • Marketing Communications
      • Channel Strategy
      • Pricing Strategy
    • Budgeting of Resources
      • Operating Budget
        • Pro-Forma Income Statement (In the Future)
        • Revenues, Expenses and Profits
      • Financial Budget
        • Impact on Corporate Cash
        • From Operations
        • Capital Expenditures
    • Budgeting of Resources
      • Special Budgets
        • Sales Forecast
        • Marketing Communications
      • “ What-If” Scenarios
        • Budget Variations tied to Different strategies
        • Demonstrate Varying Outcomes
        • Help Support Strategy Selection
    • Reformulation and Recovery Strategies
      • Strategies often Must Change in Mid-Course
      • The Marketing Audit
        • Comprehensive and systematic Review
          • Marketing Environment
          • Objectives and Strategies
          • Tactical Activities
        • Discovering Problem Areas and Opportunities
    • Reformulation and Recovery Strategies
      • The Marketing Audit
        • Recommend a Plan to Improve Performance
      • Strategic Fit and Operational Performance
        • Are we doing the right things?
        • Are we doing things right?
    • Reformulation and Recovery Strategies
      • Forces Consideration of “What-Ifs”
        • Impact on Strategy of Internal and External Changes
        • Relationship of Assumptions to Results
      • Leads to Contingency Plans
        • Speeds Reaction Time
    • Ethics and Social Responsibility
      • Just Because It’s Legal…
      • Executives Serve Many Stakeholders
      • All Marketing Strategy Has an Element of Moral Judgement
    •