Strategic Marketing

Andrew Whalley Strategic Marketing Download free ebooks at bookboon.com 2 Strategic Marketing © 2010 Andrew Whalley & Ventus Publishing ApS ISBN 978-87-7681-643-8 Download free ebooks at bookboon.com 3 Strategic Marketing Contents Contents Preface 9 1. So what is marketing? 11 1.1 The Three levels of Marketing 11 1.2 The value of Marketing; Needs, Utility, Exchange Relationships & Demand 13 1.3 The Theoretical basis of competition 20 1.3.1 Generic Strategy: Types of Competitive Advantage 21 1.3.2 What is the basis for competitive advantage? 23 1.3.3 How is competitive advantage created? 24 1.3.4 How is competitive advantage implemented? 27 1.3.5 How is competitive advantage sustained? 30 1.3.6 What are core competencies and capabilities? 31 1.3.7 Resource-Based View of the Firm (RBV) 33 1.4. Alternative Frameworks: Evolutionary Change and Hypercompetition 36 1.4.1 Evolutionary Change 36 1.4.2 Hypercompetition 37 1.5 The Marketing Concept 38 2. What can be marketed? 43 2.1 Core Benefit Product 47 2.2 Basic product 47 2.3 Augmented product 48 The next step for top-performing graduates Masters in Management Designed for high-achieving graduates across all disciplines, London Business School’s Masters in Management provides specific and tangible foundations for a successful career in business. This 12-month, full-time programme is a business qualification with impact. In 2010, our MiM employment rate was 95% within 3 months of graduation*; the majority of graduates choosing to work in consulting or financial services. As well as a renowned qualification from a world-class business school, you also gain access to the School’s network of more than 34,000 global alumni – a community that offers support and opportunities throughout your career. For more information visit www.london.edu/mm, email mim@london.edu or give us a call on +44 (0)20 7000 7573. * Figures taken from London Business School’s Masters in Management 2010 employment report Download free ebooks at bookboon.com 4 Strategic Marketing Contents 2.4 2.5 2.6 3. 3.1 3.2 3.2.1 3.2.1.1 3.2.1.2 3.2.1.3 3.2.1.4 3.2.1.5 3.2.1.6 3.3 3.4 3.5 3.5.1 3.5.2 3.5.3 4. 4.1 4.2 4.3 Perceived product 48 A note on branding 48 Summary of the Chapter 48 Marketing’s role in the business 50 Cross-functional issues 50 Strategic issues 52 Research of environment and situation 53 PESLEDI 55 BCG Matrix, Improved BCG matrix and the GE/McKinsey Matrix 57 Porter’s Five Forces 63 Ansoff’s Matrix 63 5Ms internal audit 65 SWOT-Analysis 66 Forecasting market and sales 68 Implementation, Analysis, Control & Evaluation 68 Objectives setting 70 Research and designing of strategies 70 Strategic marketing programme 70 Control 71 Segmentation, Targeting & Positioning 72 Segmentation 74 Targeting 76 What is positioning? 77 Teach with the Best. Learn with the Best. Agilent offers a wide variety of affordable, industry-leading electronic test equipment as well as knowledge-rich, on-line resources —for professors and students. We have 100’s of comprehensive web-based teaching tools, lab experiments, application notes, brochures, DVDs/ CDs, posters, and more. © Agilent Technologies, Inc. 2012 See what Agilent can do for you. www.agilent.com/find/EDUstudents www.agilent.com/find/EDUeducators u.s. 1-800-829-4444 canada: 1-877-894-4414 Download free ebooks at bookboon.com 5 ... - tailieumienphi.vn