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Markets and marketing models

1) This handout shows some of the key models from the Markets and marketing unit. They are
all taken from the core textbook (Marketing Managemement A Relationship Approach 2e
Hollensen Prentice Hall 978-0-273-70683-0). It also includes the page number so you can
read more about the model if you wish and find the more detailed reference.
2)












Generic models you may wish to consider using for the assessment:
SWOT
PESTLE
PORTERS FIVE FORCES
PORTERS VAUE CHAIN
THE MARKETING MIX
ANSOFF GROWTH MATRIX
BCG GROWTH SHARE MATRIX
GE MCKINSEY MATRIX
PORTERS GENERIC STRATEGY
A PERCEPTUAL MAP
BOWMAN’S STRATEGY CLOCK
PORTER’S DIAMOND
STP

Relationship marketing’s six-markets model (Payne) – pg9
These are the six markets which need to be considered if the customer is to be served satisfactorily.

Forms of relationships – pg 16 The resource based view v’s market orientation – pg28 Two opposing perspectives regarding achieving competitive advantage The value chain (Porter) but simplified by Hollensen – pg39 The categories and elements considered to make-up customer focus/competitive advantage. .

Inter and intra-firm relationships – pg40 Virtual value chain – pg49 .

Porters Diamond – pg66 Factors which combined makeup international competitiveness. .

. Competitor benchmarking – pg80 A ranking tool to assess competitors.Porters Five Forces – pg75 Elements which can help assess how competitive a firm/industry is.

Development of core competencies – pg81 SPR model – pg 111 .

Customer involvement in the buying decision – pg13 Customer decision making process – pg114 .

Supplier selection model – pg132 Factors influencing the organisational buying process – pg133 .

Organisation of the buyer-seller relationship – pg201 SWOT and competitive advantage – pg242 .

Ansoff product-market matrix – pg246 A marketing planning tool which usually aids a business in determining its product and market growth. PLC – pg250 .

BCG – pg252 An analytical tool which helps organsations to analyse their product lines. .GE Matrix – 258 Maps Strategic Business Units on a grid to determine strategic decisions.

Segmentation criteria for the B2C market – pg289 .

Steps in a relationship strategy – pg366 Three levels of a product – pg394 The full service concept – pg399 .Generic competitive strategies (Porter) – pg307 Describes how a company pursues competitive advantage across its chosen markets.

Branding decisions – pg411 Types of brand Pricing framework/decisions – pg438 .

Using intermediaries – pg463 Push vs pull strategies – pg495 Steps in the value chain – pg497 The role of internet communications in the value chain – pg516 .

pg539 .Organising the marketing effort .