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Strategic Marketing

Andrew Whalley

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Andrew Whalley

Strategic Marketing

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Strategic Marketing ? 2010 Andrew Whalley & Ventus Publishing ApS ISBN 978-87-7681-643-8

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Strategic Marketing

Contents

Preface

1. 1.1 1.2 1.3 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 1.3.6 1.3.7 1.4. 1.4.1 1.4.2 1.5

So what is marketing? The Three levels of Marketing The value of Marketing; Needs, Utility, Exchange Relationships & Demand The Theoretical basis of competition Generic Strategy: Types of Competitive Advantage What is the basis for competitive advantage? How is competitive advantage created? How is competitive advantage implemented? How is competitive advantage sustained? What are core competencies and capabilities? Resource-Based View of the Firm (RBV) Alternative Frameworks: Evolutionary Change and Hypercompetition Evolutionary Change Hypercompetition The Marketing Concept

2.

What can be marketed?

2.1

Core Benefit Product

2.2

Basic product

2.3

Augmented product

Contents

9

11 11 13 20 21 23 24 27 30 31 33 36 36 37 38

43 47 47 48

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Strategic Marketing

2.4

Perceived product

2.5

A note on branding

2.6

Summary of the Chapter

3. 3.1 3.2 3.2.1 3.2.1.1 3.2.1.2 3.2.1.3 3.2.1.4 3.2.1.5 3.2.1.6 3.3 3.4 3.5 3.5.1 3.5.2 3.5.3

Marketing's role in the business Cross-functional issues Strategic issues Research of environment and situation PESLEDI BCG Matrix, Improved BCG matrix and the GE/McKinsey Matrix Porter's Five Forces Ansoff's Matrix 5Ms internal audit SWOT-Analysis Forecasting market and sales Implementation, Analysis, Control & Evaluation Objectives setting Research and designing of strategies Strategic marketing programme Control

4.

Segmentation, Targeting & Positioning

4.1

Segmentation

4.2

Targeting

4.3

What is positioning?

Contents

48 48 48

50 50 52 53 55 57 63 63 65 66 68 68 70 70 70 71

72 74 76 77

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