The document discusses strategic marketing and outlines several key steps in the strategic marketing process. It explains that strategic marketing involves determining customer segments, targeting a specific group, and positioning the product or service. It also lists several career paths related to marketing, advertising, sales, and other business functions.

1. Strategic Marketing Management
USC- SBE Graduate Business Program
Cebu City, Philippines
Tuesday, May 1, 12

2. Career Paths in Marketing
a.
Career Path 1: Marketing, Advertising, Product, and Public Relations Managers. Related
Chapters: Chapters 1 and 2 (marketing); Chapters 11 and 12 (product); Chapters 15 and 16
(advertising and public relations)
b.
Career Path 2: Sales Representatives and Sales Managers. Related Chapter: Chapter 17
c.
Career Path 3: Advertising Specialists. Related Chapters: Chapters 15 and 16
d.
Career Path 4: Public Relations Specialists. Related Chapters: Chapters 15 and 16
e.
Career Path 5: Purchasing Agents and Managers. Related Chapter: Chapter 6
f.
Career Path 6: Retail and Wholesale Buyers and Merchandise Managers. Related
Chapter: Chapter 14
g.
Career Path 7: Marketing Research Analysts. Related Chapter: Chapter 8
Career Path 8: Logistics: Materials Receiving, Scheduling, Dispatching, and Distributing
Occupations. Related Chapter: Chapter 13
Tuesday, May 1, 12

3. Strategic
Marketing Management
Joyce Natalie Yang, MBEcon
USC - SBE Graduate Business Program
Cebu City, Philippines
Strategic Marketing Management:
An Introduction
Tuesday, May 1, 12

4. CHAPTER 2 Strategic Planning in Contemporary Marketing
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

5. Strategy Terrain
Terrain
- environmental setting in which an
engagement with an adversary takes
place.
- ex. Military terrain: plain, forest,
marsh, urban environment, mountains.
Competitive Advantage
- allows a firm to gain an edge over its
rivals.
- enables a firm to generate successful
performance over an extended period.
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

6. CHAPTER 2 Strategic Planning in Contemporary Marketing
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

7. Strategic
marketing
7
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

8. Strategic
marketing
Determine
7
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

9. Strategic
marketing
Determine
Segments
Target group
Positioning
7
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

10. Strategic
marketing
Determine
marketing mix decisions that
Segments support the product positioning
Target group
Positioning
7
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

11. Strategic
marketing
Determine
marketing mix decisions that
Segments support the product positioning
Product
Target group
Price
Positioning Place
Promotion
7
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

12. Strategic Tactical
marketing marketing
Determine
marketing mix decisions that
Segments support the product positioning
Product
Target group
Price
Positioning Place
Promotion
7
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

13. Strategic Tactical
marketing marketing
Determine Compose
marketing mix decisions that
Segments support the product positioning
Product
Target group
Price
Positioning Place
Promotion
7
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

14. POSITIONING strategy
product decisions
positioning
strategy
promotion decisions target distribution decisions
market
price decisions
University
of
San
Carlos,
School
of
Business
and
Economics,
Graduate
Business
Program
Joyce
Natalie
Yang,
MBEcon
Tuesday, May 1, 12

15. CHAPTER 2 Strategic Planning in Contemporary Marketing
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

16. CHAPTER 2 Strategic Planning in Contemporary Marketing
First Mover and Second Mover Strategies
o First mover strategy – The company first to offer a
product in a marketplace will be the long-term market
winner
o Second mover strategy – Observing the innovations of first
movers and then improving on them to gain advantage in
the marketplace
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

17. CHAPTER 2 Strategic Planning in Contemporary Marketing
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

18. CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

19. CHAPTER 2 Strategic Planning in Contemporary Marketing
The Marketing Environment
o Five external dimensions that affect the marketing mix
variables:
o Political-legal
o Economic
o Technological
o Social-cultural
o Competitive (Demographic, Ecological, Global)
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

20. CHAPTER 2 Strategic Planning in Contemporary Marketing
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

21. CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12

22. CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility
Source: The Four Step Pyramid of Corporate
Social Responsibility from Business Horizons,
Vol. 34, 1991, page 92, Freeman & Liedtka,
“Corp. Social Responsibility.” Reprinted from
Business Horizons © 1991 with permission
From Elsevier.
Copyright
©
2012
by
South
Western,
a
division
of
Cengage
Learning.
All
rights
reserved.
Tuesday, May 1, 12