Strategic Marketing - Kenyatta University Library

Strategic Marketing

Andrew Whalley

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Andrew Whalley

Strategic Marketing

Download free ebooks at

2

Strategic Marketing

? 2010 Andrew Whalley & Ventus Publishing ApS

ISBN 978-87-7681-643-8

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3

Contents

Strategic Marketing

Contents

Preface

9

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

11

11

13

20

21

23

24

27

30

31

33

36

36

37

38

2.

2.1

2.2

2.3

What can be marketed?

Core Benefit Product

Basic product

Augmented product

43

47

47

48

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your career

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Stand out from the crowd

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Email mim@london.edu

Applications are now open for entry in September 2011.

For more information visit london.edu/mim/

email mim@london.edu or call +44 (0)20 7000 7573

london.edu/mim/

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Please click the advert

2.4

2.5

2.6

Perceived product

A note on branding

Summary of the Chapter

48

48

48

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

50

50

52

53

55

57

63

63

65

66

68

68

70

70

70

71

4.

4.1

4.2

4.3

Segmentation, Targeting & Positioning

Segmentation

Targeting

What is positioning?

72

74

76

77

You¡¯re full of energy

and ideas. And that¡¯s

just what we are looking for.

? UBS 2010. All rights reserved.

Contents

Strategic Marketing

Looking for a career where your ideas could really make a di?erence? UBS¡¯s

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for yourself what it¡¯s like to be part of a global team that rewards your input

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Wherever you are in your academic career, make your future a part of ours

by visiting graduates.

graduates

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