10/12/21

Corporate Strategies
MRK440 – Strategic Marketing Management

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New market realities

• Changing demographics/habits
• Cultural/sub-cultural differences
• Sophisticated competition
• Technological changes
• Market are saturated
• Stronger market position

2
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Customer Relationship Management

The overall process of building and maintaining

profitable customer relationships by delivering superior
customer value and satisfaction.

Value Chain + Value Delivery Network

Customer relationships vs
Target market

• Strategically important customers

– A company with many low-margin customers may only
seek to establish basic relationships.

– A company with few customers and high margins may

want to create full partnerships.

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Strategic planning

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