Markets and Marketing Models
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Transcript of Markets and Marketing Models
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.
Porters Five Forces – pg75
Elements which can help assess how competitive a firm/industry is.
Competitor benchmarking – pg80
A ranking tool to assess competitors.
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
GE Matrix – 258
Maps Strategic Business Units on a grid to determine strategic decisions.
BCG – pg252
An analytical tool which helps organsations to analyse their product lines.
Segmentation criteria for the B2C market – pg289
Generic competitive strategies (Porter) – pg307
Describes how a company pursues competitive advantage across its chosen markets.
Steps in a relationship strategy – pg366
Three levels of a product – pg394
The full service concept – pg399
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
Organising the marketing effort - pg539