Chapter One
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Strategic marketing is a long-term approach that requires large investments and top management involvement. It focuses on meeting customer needs profitably through strategic planning, organizing, leading, and controlling. Strategic marketing results in an actionable marketing plan that differentiates the organization from its competitors by focusing on strengths to provide better service and customer value. It involves research, analyzing the external environment and customer behavior, developing strategies for targeting, positioning, and the marketing mix, and implementing and controlling the strategies.
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Chapter1
This document provides an overview and objectives of the MKTG 436 Marketing Decision Making course. The course will analyze and develop decisions around the 4 P's of marketing. Students will learn analytical techniques and case studies to improve decision making skills. Key topics covered include pricing, forecasting, advertising, market analysis and developing marketing strategies. The goal is for students to understand how to assess costs/profits and make effective marketing decisions for segmentation, products, and implementing marketing plans.
Marketing Research
The document discusses various topics related to marketing research including:
1. It describes the role of marketing research in the marketing planning process and decision making.
2. It outlines the marketing research process and discusses problem definition, establishing research objectives, and estimating the value of information.
3. It covers different types of research designs including exploratory, descriptive, and causal research.
Developing Marketing Strategies & Plans Chap2 (F.Untalan)
This document discusses developing marketing strategies and plans. It covers how marketing affects customer value through a value delivery process. Strategic planning is carried out at different organization levels, from corporate to business unit levels. A marketing plan should include situational analysis, objectives, strategies, implementation plans, and controls. It also discusses holistic marketing which integrates value exploration, creation, and delivery to build long-term customer relationships. Strategic planning identifies opportunities and threats in the external environment and strengths and weaknesses internally through a SWOT analysis.
Developing marketing strategies & plans chap2 (f.untalan)
This document discusses developing marketing strategies and plans. It covers how marketing affects customer value through a value delivery process. Strategic planning is carried out at different organizational levels, from corporate to business unit levels. A marketing plan should include identifying target markets, analyzing opportunities, and outlining strategies, goals, budgets and controls. It also discusses holistic marketing and how companies can maximize value exploration, creation and delivery by focusing on customers, core competencies, collaborative networks and internal resources.
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The document outlines the marketing planning process including performing a situation analysis, setting objectives, deciding on strategies, and scheduling implementation actions. It discusses elements like SWOT analysis, assumptions, objectives, strategies, budgets. The marketing plan is meant to help identify competitive advantages, ensure consistency, inform the organization, and set goals to gain commitment.
Strategy
The document discusses several key concepts in strategic marketing including:
1) Strategic options must be critically evaluated in relation to creating shareholder value and developing a differentiated positioning to create exceptional customer value.
2) Brands, innovation, integrated marketing communications, alliances, and customer relationships are important considerations in strategic marketing decisions.
3) Developing innovative marketing solutions can help enhance an organization's global competitive position over changing product and customer life cycles.
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The document discusses marketing strategies and plans. It covers topics like developing marketing strategies at different organizational levels, conducting strategic planning, performing SWOT and market opportunity analyses, and creating marketing plans. The key aspects are strategic planning involves managing the business portfolio, conducting planning at corporate, division, business unit and product levels, and creating marketing plans that define strategies and contain financial forecasts and implementation details.
Marketing Chapter 01
This chapter introduces marketing and its evolution. It defines marketing as anticipating, managing, and satisfying consumer demand through exchange. The chapter outlines the 8 functions of marketing including environmental analysis, product planning, distribution, promotion, and price planning. It emphasizes a customer-oriented marketing philosophy focused on consumer needs, satisfaction, and long-term relationships over short-term sales.
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This document provides an overview and objectives of the MKTG 436 Marketing Decision Making course. The course will analyze and develop decisions around the 4 P's of marketing. Students will learn analytical techniques and case studies to improve decision making skills. Key topics covered include pricing, forecasting, advertising, market analysis and developing marketing strategies. The goal is for students to understand how to assess costs/profits and make effective marketing decisions for segmentation, products, and implementing marketing plans.
Marketing Research
The document discusses various topics related to marketing research including:
1. It describes the role of marketing research in the marketing planning process and decision making.
2. It outlines the marketing research process and discusses problem definition, establishing research objectives, and estimating the value of information.
3. It covers different types of research designs including exploratory, descriptive, and causal research.
Developing Marketing Strategies & Plans Chap2 (F.Untalan)
This document discusses developing marketing strategies and plans. It covers how marketing affects customer value through a value delivery process. Strategic planning is carried out at different organization levels, from corporate to business unit levels. A marketing plan should include situational analysis, objectives, strategies, implementation plans, and controls. It also discusses holistic marketing which integrates value exploration, creation, and delivery to build long-term customer relationships. Strategic planning identifies opportunities and threats in the external environment and strengths and weaknesses internally through a SWOT analysis.
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This document discusses developing marketing strategies and plans. It covers how marketing affects customer value through a value delivery process. Strategic planning is carried out at different organizational levels, from corporate to business unit levels. A marketing plan should include identifying target markets, analyzing opportunities, and outlining strategies, goals, budgets and controls. It also discusses holistic marketing and how companies can maximize value exploration, creation and delivery by focusing on customers, core competencies, collaborative networks and internal resources.
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Strategy
The document discusses several key concepts in strategic marketing including:
1) Strategic options must be critically evaluated in relation to creating shareholder value and developing a differentiated positioning to create exceptional customer value.
2) Brands, innovation, integrated marketing communications, alliances, and customer relationships are important considerations in strategic marketing decisions.
3) Developing innovative marketing solutions can help enhance an organization's global competitive position over changing product and customer life cycles.
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The document discusses marketing strategies and plans. It covers topics like developing marketing strategies at different organizational levels, conducting strategic planning, performing SWOT and market opportunity analyses, and creating marketing plans. The key aspects are strategic planning involves managing the business portfolio, conducting planning at corporate, division, business unit and product levels, and creating marketing plans that define strategies and contain financial forecasts and implementation details.
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Marketing research is defined as the systematic gathering and analysis of data related to problems in marketing goods and services. It acts as a tool for accurate decision making and solving marketing problems rationally. Marketing research involves systematically collecting and analyzing data to improve decision making and control in marketing. It has the goal of understanding consumers and the market. The results of marketing research can help with planning marketing strategies, making quick decisions, solving marketing problems, minimizing costs, and identifying new opportunities.
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Basic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
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Chapter One
- 1. Strategic Marketing (SMM) Rashid Saleem
- 2. Lecture 1: INTRODUCTION Strategic Marketing Long-term implications Large investments Broader concept Top management Meeting customers’ needs profitably Management Strategy Planning Organizing Leading Controlling An actionable plan
- 3. Strategic Management: set of managerial decisions and actions that determine the long-run performance of a corporation Marketing Strategy: An actionable marketing plan Outcome of strategic marketing Strategic Marketing: it is a method through which an organization differentiates itself from its competition by focusing on its strengths to provide better service and value to its customers Marketing Management: Research and analysis (environmental analysis, consumer behavior, segmentation) Strategies (targeting, positioning, differentiation, marketing mix) Implementation & Control
- 4. CONCEPTUAL DEVELOPMENT OF MARKETING Production concept Mass production, EOS, low cost, mass distribution Product concept Quality, performance, innovative features of the product Selling concept Aggressive selling promotion effort, push strategy Marketing concept Identify needs, provide solution, establish long-term profitable customer relations Societal marketing concept Doing business by sharing some part of profit for the welfare of society (CSR) MARKET ORIENTATION: Organization-wide philosophy of CUSTOMER FIRST
- 5. STRATEGIC MANAGEMENT MATRIX Management Focus Internal External Decision-making Level High Corporate Strategy Strategic Marketing Low Other Functions Marketing Management
- 6. SM SMM Focus on sustainable competitive advantage Focus on customer value Inclined towards both internal and external environment Inclined towards external environment Larger field than SMM (marketing is considered as function) Larger field if marketing would be considered as philosophy (MO) Primarily supplier side Both supplier and demand side Marketing Strategy (MS) SMM Plan Process Implementation Planning Lower management Top management Narrow scope Broader scope Short-range Long-range
- 7. Marketing Management (MM) SMM Actions Analysis Existing opportunities New opportunities Stable environment Dynamic environment Marketing department Cross-functional Short-range Long-range Reactive behavior Proactive behavior Near and effective vision Far and wide vision Present orientation Future orientation
- 8. SM Process SMM Process Environmental scanning Analysis phase Strategy formulation Planning phase Strategy implementation Implementation phase Strategy evaluation and control Evaluation phase Strategic Marketing: It is a method through which an organization differentiates itself from its competition by focusing on its strengths to provide better service and value to its customers
- 9. Marketing Research and Marketing Strategy • External environment and PEST analysis • Industry/Market analysis • External Factor Evaluation (EFE) matrix • Completive Profile Matrix (CPM) • Organization and Value Chain analysis • Internal Factor Evaluation (IFE) matrix