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Strategic Marketing Perspectives


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Marketing strategy topik 1- Strategic Marketing Perspectives

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Strategic Marketing Perspectives

  1. 1. Welcome to Marketing Strategy Strategic Marketing Perspectives Behind Successful Corporates and Businesses
  2. 2. What is Strategy ?
  3. 3. A strategy is a fundamental pattern of present and planned objectives, resource deployments, and interactions of an organization with markets, competitors, and other environmental factors
  4. 4. Components of Strategy  Scope  Goals and objectives  Resource deployments  Identification of sustainable competitive  Advantage  Synergy
  5. 5. The Hierarchy of Strategies Three major levels of strategy are: 1. Corporate strategy 2. Business-level strategy 3. Marketing strategy
  6. 6. Market Oriented Management Market-Oriented Management 1. Follows a business philosophy commonly called marketing concept • Which should come first – the customer need or the product idea? 2. Consistent focus by personnel in all departments and at all levels • What sort of decisions must marketing managers make to effectively serve customer needs? 3. Adopts a variety of organizational procedures and structures: • To improve the responsiveness of decision making
  7. 7. Differences between Production- Oriented and Market-Oriented Organizations Business Activity or Function Production Orientation Marketing Orientation Product offering Company sells what it can make Company makes what it can sell Product line Narrow Broad Pricing Based on production and distribution costs Based on perceived benefits provided Research Focus on product improvement and cost cutting in the production process Focus on identifying new opportunities and applying new technology to satisfy customer needs
  8. 8. Business Activity or Function Production Orientation Marketing Orientation Packaging Protection for the product; minimize costs Designed for customer convenience; a promotional tool Credit A necessary evil; minimize bad debt losses A customer service; a tool to attract customers Promotion Emphasis on product features, quality, and price Emphasis on product benefits and ability to satisfy customers’ needs or solve problems
  9. 9. 1. Create customer focus throughout the business 2. Listen to the customer 3. Define and nurture your distinctive competence 4. Define marketing as market intelligence 5. Target customers precisely 6. Manage for profitability, not sales volume 7. Make customer value the guiding star 8. Let the customer define quality 9. Measure and manage customer expectations 10.Build customer relationships and loyalty 11.Define the business as a service business 12.Commit to continuous improvement and innovation 13.Manage culture along with strategy and structure 14.Grow with partners and alliances 15.Destroy marketing bureaucracy Guidelines for Market-Oriented Management
  10. 10. Factors that Mediate Strategic Marketing's Role 1. Competitive factors affect a firm’s market orientation 2. Influence of different development stages across industries and global markets 3. Strategic inertia
  11. 11. Formulating and Implementing Marketing Strategy Process 1. Decision-Making Focus 2. Analysis of the four “Cs” 3. Integrating marketing strategy with the firm's other strategies and resources 4. Market opportunity analysis - Understanding Market Opportunities - Measuring Market Opportunities - Market Segmentation, Targeting, and Positioning Decisions 5. Formulating strategies for specific market situations 6. mplementation and control of the marketing strategy
  12. 12. Marketing Plan A marketing plan is a written document detailing the current situation with respect to customers, competitors, and the external environment
  13. 13. Contents of a Marketing Plan • Executive summary • Current situation and trends • Performance review (for an existing good or service only) • Key issues • Objectives • Marketing strategy • Action plans • Projected profit-and-loss statement • Controls • Contingency plans