Strategic Marketing Management

9th April 2020 2 By indiafreenotes
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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