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Table Of Contents

The strategic perspective
About this chapter
What is strategy?
Towards strategic management
Change– shaping strategy
Balanced scorecard approach
The role of marketing within strategy
What is marketing strategy?
External analysis
Macro-environmental analysis
Industry analysis
Competitor analysis
The market analysis
Competitive intelligence
What is competitive intelligence?
The competitive intelligence cycle
Sources of competitive intelligence
Why segment?
The segmentation process
Consumer buyer behaviour
Consumer segmentation criteria
Profile variables
Behavioural variables
Psychographic variables
Organizational/industrial segmentation techniques
Organizational buyer behaviour
The Webster–Wind framework
The Sheth framework
Approaches to organizational market segmentation
Internal analysis
Organizational capabilities
Organizational assets
Organizational competencies
Initial corporate-wide internal audit
The internal marketing audit
The innovation audit
Auditing tools
Developing a future orientation
Trend extrapolation
Individual forecasting
Consensus forecasting
Scenario planning
Market sensing
Strategic questions
People involved
Strategic intent
Statement of strategic intent
Nature of support for the mission statement
Goals and objectives
Hierarchy of objectives
Long-term versus short-term goals
The balanced scorecard
Gap analysis
Strategy formulation
Strategy formulation – an overview
Competitive advantage
Identifying sources of competitive advantage
Experience and value effects
Industry position
Product and market strategies
Strategic wear-out
Difficult market conditions
Targeting, positioning and brand strategy
Evaluating market segments
Establishing organizational capability
Strategic alignment of assets and competencies (targeting)
The strategic nature of making target segment choices
Perceptual mapping
Positioning alternatives
Creating brand equity
Brand valuation
Strategic brand management
Brand name strategy
Combined brand strategies
Brand extension
Brand stretching
Brand revitalization
Brand repositioning
Brand extinction
The strategic agenda
The nature of products and product development
Why do products fail?
Managing innovation
Risk and the innovation dilemma
Alliances and relationships
Relationship marketing
Developing relationships
The strategic marketing plan
Corporate and marketing plans
Marketing plans – strategy or tactics?
Why does planning matter?
Barriers to successful planning
The structure of a strategic marketing plan
Approaches to marketing planning
Strategic implementation
Implementation – stressing the importance
Success vs failure
Fundamental principles
Assessing ease of implementation
People, power and politics
Internal marketing
Applying project management techniques
Control – the basic principles
What makes an effective control system?
Management control
Financial control
Performance appraisal
Controlling marketing performance
Mini cases
15.3Green Space
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Marketing Strategy

Marketing Strategy

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Published by: Ose Ehichioya Ojeabulu on Oct 23, 2011
Copyright:Attribution Non-commercial


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