Strategic marketing is defined as the management function that seeks to generate profit by organizing a company's resources to determine and satisfy customer needs better than competitors. It emphasizes profits over just sales and identifies target markets. Strategic marketing combines target markets and marketing strategies, strives for sustainable differentiation, and leads strategic planning and new product development. While marketing communications, sales, and customer service are important tactical elements, strategic marketing is the overarching management function.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The presentation introduces the strategic marketing model and walks through the process of implementation using this model for strategic marketing. A variation on this process can also be used for corporate branding engagements.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The presentation introduces the strategic marketing model and walks through the process of implementation using this model for strategic marketing. A variation on this process can also be used for corporate branding engagements.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
After reading the entire "Principles of Marketing 15th Edition" by Philip Kotler and Gary Armstrong, I have prepared this ppt covering all of the contents in a condensed form. There are 200 slides comprising of the total 17 chapters.
Marketing is an inevitable part of doing both business and non-business. This is emphasized in this presentation. A different focus of this kind is expected to add more value for the enthusiast.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
After reading the entire "Principles of Marketing 15th Edition" by Philip Kotler and Gary Armstrong, I have prepared this ppt covering all of the contents in a condensed form. There are 200 slides comprising of the total 17 chapters.
Marketing is an inevitable part of doing both business and non-business. This is emphasized in this presentation. A different focus of this kind is expected to add more value for the enthusiast.
Watch this with a 10-15 minute audiotrack at http://vimeo.com/novusprogram/lesson18
The goal of this lesson is to provide tools to determine the strengths and weaknesses of potential competitors in order to compete in various markets. The lesson begins with an overview of the importance of competitor analysis and its primary importance. A framework to analyze various competitors is then introduced. The lesson then uses the framework to analyze the key aspects of a competitor.
The Novus project is a combination of video tutorials designed to be used in conjunction with a free business simulation software program. The Novus Business and IT Program contains 36 business and IT training videos, covering basic finance, accounting, marketing, economics, business strategy, Word, Excel, and PowerPoint. Users will have an opportunity to apply the lessons in the Novus Business Simulator. Over six rounds, the user or teams will have to make decisions on capital purchases, financing, production, financing, and human resources for a microbrewery. This channel has arranged the 36 video lessons into the order in which they are meant to be used with the simulator. To watch this slideshow as a video, please go to our Vimeo page at: https://vimeo.com/novusprogram. To download our free business simulation software, please go to our SourceForge page at: http://sourceforge.net/projects/novus/.
This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.
Expenditure on brand building may be percieved as costly especially when viewed against the backdrop of the recently economic downturn. However, to unlock the potential inherent in any strategic move, business managers need to elevate the proposition through the adoption of the concept of branding.
The Strategy accelerator - Business models with sustainable competitive advan...Alfred Griffioen
Innovate your business model to gain higher ROI. Determine your sustainable competitive advantage (market relevancy or a unique product) and choose your strategy: ally, combine, excel or consolidate. This presentation in English is based on the Dutch book 'De strategieversnelling'. See www.strategy-accelerator.com
3. The Ultimate Goal of Marketing
“Sell more stuff, to more people, more often,
for more money.”
Sergio Zyman
4. Strategic Marketing Defined
The management function within a company that seeks to
generate a profit by organizing the firm’s resources and
activities to determine and satisfy the needs and desires of the
customer, delivering better value than competitors
It is a company-leading, defining and direction-setting function
Source: “Strategic Market Planning, Hamper and Baugh 1996
5. Strategic Marketing is the Management
function that:
Emphasizes profits, not just sales
Identifies target markets & delivers better value to the market
than competitors
Combines target markets and mix to formulate marketing
strategy
Strives to create sustainable differentiation
6. Strategic Marketing
Leads the strategic planning process & oversees execution
Leads & manages the new product/service development process
from ideation thru commercial launch
Identifies/exploits intellectual property, technical & commercial
advantages
Identifies/exploits trends
Identifies/addresses manufacturing/operational gaps
Gathers/disseminates/exploits market research and competitive
intelligence
7. Strategic Marketing
IS NOT:
Marketing Communications
Sales support/service
HOWEVER
Marketing Communications, Sales Support and
Customer Service initiatives are vitally important
elements of the overall strategic marketing mix,
especially when executed in a manner that creates
competitive differentiation
9. Understanding Marketing
“Upstream Marketing” “Downstream Marketing” “Field Marketing”
(strategic) (tactical) (customer & sales support)
Product/Price/Promotion/Place
Core business
Resource allocation
Brand & customer equity
Information, analysis & planning
Channel redesign
New product development
Product pricing & marketing
Advertising & communications
Sales support & services
Source: Linda Gorchels, Director, Executive Marketing Programs, UW-Madison School of Business
10. Management Scorecard for Creating Value
Performance Adaptability Opportunity
Gap + Gap + Gap
Restructuring Reconfiguration Revitalization
Quality Portfolio Choices Profitable Growth
Costs
Product Mix New Business Development
Cycle Time
Logistics Channels New Market Development
Head Count
Price-Performance Strategic Direction
Productivity
Administrative Systems New Business Model Resource Leverage
Value Creation
Forces Shaping Competitiveness
Performance Gap “Best in Class”
Adaptability Gap Anticipating & Managing Basic Industry Transformation
Opportunity Gap Capacity to create New Business
J. Taylor - 1998
11. Growth Strategies (one of many ways to slice it)
Growth
Current Offerings New Offerings
Current New Current New
Market Targets Market Targets Market Targets Market Targets
Market Market Product/Service Diversification &
Penetration Development Development Vertical Integration
Segment Segment Market Segment Segment Market
Penetration Enlargement Repositioning Factoring Extension Expansion
Strong Core Competencies Weak
Low Risk High
Low Reward High
M. D. Johnson - 1998
12. Key Questions to understand our Value
Proposition & Company Brand
How do we help our customers’ be more successful in the
market than their competitors?
How do we help our customers’ clients be more successful?
How do we drive their behavior with our message?
What compelling story do we have that clients will internalize
and see as a key competitive advantage?
What do we deliver that our clients can’t live without?