Stretegic Marketing Management
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Transcript of Stretegic Marketing Management
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Strategic Marketing
Management
Welcome To the Course !!!
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What is Strategic Marketing
Starting off with a new Idea
Changing the rules of the game
Nothing is given: Starts of fromScratch
Creates Value
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Strategic Marketing Means
Managing for competitive advantage
Viewing change as an opportunity
Managing through people Shaping the strategically managed
organization
Managing for focus and flexibility
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Strategic Marketing
ironmental Scanning trategy Formulation trategy Implementation trategic Contr
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The Marketing concept
and market orientation
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Evolving definitions ofMarketing
AMA
Marketing is an organizationalfunction and a set of processes for
creating, communicating anddelivering value to customers andfor managing customer relationshipsin ways that benefit the organization
and its stake holders
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Fig 1.1. Mutually beneficial
exchanges
roviders goals
SurvivalFinancial
SocialSpiritual
Ecological
ect
ustomers goals
SolutionsBenefitsAltruism
- Well Being.Ect
Offers, , .roducts services etc
urchases,upportResponses
&ustomer provider satisfaction
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-Marketing Ledorganizational
culture
Components and Context ofMarketing Orientation
Competitororientation
-Inter functionalorientation
Customerorientation
Focus on the long term
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Hierarchy of Strategy
CORPORATE STRATEGY
BUSINESS STRATEGY
Product / Market
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Model for StrategicMarketing
al EnvironmentPolitical
SocialEconomicRegulatory
echnological
roadTrends elevant Trendsn depth Analysis of the Significan
Seek xposureto Delineate Undertake
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the Significance of Trends
/mpact on Product Market
/roduct Market Momentum Without TrendsAnalyze
/roduct Market Momentum With Trends
irection of Trends in the future
ew Opportunitiesnalyze
Forecast
Forecast
Forecast Strategic
Action
Strateg
ic
Action
Strateg
ic
Action
CorporateStrategy
nputs formnternalEnvironment
putsorm nternalEnvironment
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Scanning the Environment
PEST Analysis
DEEP-LIST Analysis
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THE ENVIRONMENT
External Internal
Macro Micro
DEEP-LIST
SuppliersCustomersCompetitors
SubsitutesNew Entrants
Controllable
VariablesMission/Goals/
Objective4 Ps
Structure
SOPs
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TheExternal
Environme
nt
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Opportunities and Threats
Opportunity
A condition in the generalenvironment that if exploited, helps
a company achieve strategiccompetitiveness
Threat
A condition in the generalenvironment that may hinder acompanys efforts to achievestrategic competitiveness
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Components of the External EnvironmentalAnalysis
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General Environment(contd)
The Economic Segment Inflation rates
Interest rates
Trade deficits or
surpluses Budget deficits
or surpluses
Personal savings
rate Business savings
rates
Gross domestic
product
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General Environment(contd)
The Sociocultural Segment Women in the
workplace Workforce
diversity Attitudes about
quality ofworklife
Concerns about
environment Shifts in work andcareerpreferences
Shifts in product
and servicereferences
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General Environment(contd)
The Global Segment Product
innovations
Applications of
knowledge Focus of private
andgovernment-
supportedR&Dexpenditures
New
communicatio
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General Environment(contd)
The TechnologicalSegment
Productinnovations
Applications ofknowledge
Focus of privateand
government-supportedR&Dexpenditures
Newcommunicatio
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General Environment(contd)
The Political/LegalSegment
Antitrust laws
Taxation laws
Deregulationphilosophies
Labor traininglaws
Educationalphilosophiesand policies
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General Environment
The DemographicSegment
Population size
Age structure
Geographicdistribution
Ethnic mix
Incomedistribution