Marketing Strategy A deicision-focused approach

1. 1-1
McGraw-Hill/Irwin
©2008 The McGraw-Hill Companies,
All Rights Reserved
C
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ONE
Market-Oriented
Perspectives
Underlie
Successful
Corporate,
Business, and
Marketing
Strategies
1

2. Discussion Question
1.Companies often talk about their strategies.
What does strategy mean?
A fundamental pattern of present and
planned objectives, resource deployments,
and interactions of an organization with
markets, competitors, and other
environmental factors.

3.  Scope
 Goals and objectives
 Resource deployments
 Identification of sustainable
competitive advantage
 Synergy
Exhibit 1.3
Components of Strategy

10. Discussion Question
2. What do marketers mean when
they say their firms are market
oriented?

13. Discussion Questions
3. Does having a market orientation
make sense? What are the
advantages and drawbacks?

14. Discussion Question
4. What must marketing managers
understand to engage in effective
marketing practice?
What do companies need to analyze
before they come up with marketing
strategies?
4 Cs

15. Discussion Question
5. Which should come first – the
customer need or the product
idea?

16. Discussion Question
6. Why do some firms lack orientation
towards the market?

17. Discussion Question
7. What sort of decisions must
marketing managers make to
effectively serve customer needs?

19. Discussion Question
8. So, if one were to plan the various
things to be done to market a new
product, what are the basic
elements that such a plan would
consist of?

20. Discussion Questions
9. Are planned results always
delivered in most organizations?
What else might you want to
include?

21.  Executive summary
 Current situation and
trends
 Performance review
 Key issues
 Objectives
Exhibit 1.10
Contents of a Marketing Plan (1of 2 slides)

22.  Marketing strategy
 Action plans
 Projected profit-and-loss
statement
 Controls
 Contingency plans
Exhibit 1.10
Contents of a Marketing Plan(2 of 2 slides)