Mktg 7542 - Intro to Retail Marketing Strategy
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Transcript of Mktg 7542 - Intro to Retail Marketing Strategy
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Introduction to Course
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Professional v. Trade Word Games …
◦ Retail …◦ Marketing …◦ Strategy …
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When we talk about “strategy” … where do most of our metaphors and role models come from?
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Military and sport analogies … Imply the necessity of opponents.
◦ Strong focus on competition may lead organization to focus on short term success (e.g. “win the game”).
◦ Ignore larger questions relating to structure, mission and opportunity.
Focus on goal/objective attainment.◦ “very nature of goals implies temporary
success.”◦ Leads to view that strategy itself is about goal
achievement.
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Corporate Strategy◦ “a fuzzy discipline”◦ “Scholars, execs and consultants know its
problematic to explain … which decisions are strategic choices and which are just operational options.”
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We can generally agree strategy is … ◦ an elaborate and systematic plan of action.
More specifically, …◦ business strategy is … “a fundamental pattern of
present and planned objectives, resource deployments, and interactions of an organization with markets, competitors and other environmental factors.”
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Hierarchy◦ Mission Goals Objectives Strategy
Strategy is the roadmap – how do we get there?
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A. CorporateStrategy
C. Functional(e.g., Marketing)
Strategy
B. BusinessStrategy
AC
ABC
BC
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1985 – Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
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2004 - A function (little “m”) and a set of processes (big “M”) for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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Customer relationships … only?
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True need or bizarre hybrid?◦ What “things” make strategy in the retail context
unique? Or, more specifically …
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Old saw …