Strategic Marketing Management University of Mumbai BMS 5th Sem Notes
9th April 2020 2 By indiafreenotesLast updated on April 7th, 2023 at 08:21 pm
Unit 1 Introduction to Strategic Marketing Management {Book} | |
Marketing: Nature of Marketing, marketing as an art, Science and Business discipline | VIEW |
Marketing as a Value Creation process | VIEW |
Strategic Decisions: Nature of Strategy, The Marketing Strategy interface | VIEW |
Difference between Marketing planning and Strategic planning | VIEW |
Identifying the market: The five C Framework: Customer, Company, Collaborator, Competitor, Context | VIEW |
The 7 tactics of Marketing mix: Product, Service, Brand, Price, Incentives, Communication and Distribution | VIEW |
Business Model and Strategic Marketing Planning | VIEW |
Role of Business models in marketing management | VIEW |
Strategies for Developing a Business Model: Top-down Business Model generation, Bottom-up Business Model Generation | VIEW |
The G-STIC frame work for marketing planning: Goal-Strategy-Tactics-Implementation-control | VIEW |
Unit 2 Segmenting, Targeting, Positioning and Creation of Value in the context of Strategic Marketing: {Book} | ||
Segmentation: Essence of segmentation | VIEW | |
Factors to be considered while Segmenting | VIEW | VIEW |
Key Segmenting Principles: Relevance, Similarity, Exclusivity | VIEW | |
Identifying Target Customers | VIEW | VIEW |
Factors to be Considered while Targeting | VIEW | |
Targeting Strategies: One for all strategy, one for each strategy | VIEW | |
Strategic Targeting Criteria: Target Attractiveness, Target Compatibility | VIEW | |
Essential Strategic assets for Target compatibility: Business infrastructure, Collaborator networks, Human capital, intellectual property, Strong brands, established customer base, synergistic offerings, access to scarce resources and capital | VIEW | |
Creating Customer Value through Positioning | VIEW | |
Role of Strategic positioning | VIEW | |
Strategic Positioning options: The Quality option, Value option, The Pioneer, A Narrow Product focus, Target Segment Focus | VIEW | |
Strategies for Creating Superior customer value | VIEW | |
Creating Company Value: Understanding Company Value: Monetary, functional and psychological value | VIEW | |
Strategically managing profits: Increasing sales revenue-through volume, optimizing price, Lowering costs | VIEW | |
Creating Collaboration Value: Meaning of Collaborators, Collaboration as Business process, Advantages and Drawbacks of Collaboration | VIEW | |
Levels of Strategic Collaboration: Explicit, Implicit | VIEW | |
Alternatives to Collaboration: Horizontal and Vertical integration, Managing collaborator relations | VIEW | |
Gaining Collaborator power: Offering Differentiation; Collaborator size, Strategic importance, Switching costs | VIEW |
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