analysis of marketing chapter 2

7242019 Analysis of Marketing chapter 2

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1-1



1-2

Marketing Strategy



3

MARKETING STRATEGY -

INTRODUCTION

At the end of this module the learning

outcomes are

1 Concepts of corporate and marketing

strategy

2 Importance of marketing strategy

3 Scope and activities of marketing strategy



SUGGESTED READINGS

1 Strategic Marketing

by

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WHAT IS BUSINESS

STRATEGY



WHAT IS BUSINESS STRATEGY



In other words

Strategy is the means an organiation uses toachieve its o0ectives

Strategy implements managements concept of

usiness scope ission

40ectives

anagements skills and vision in addressingthese issues are critical to performance of the

corporation

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Letrsquos study the MarketingStrategy of



Steps we learnt from Unilever

5hat type of 0usiness should e 0e in(

5hich market segments to attack(

5hat time frame(

Should e 0e market leaders(

ass markets versus niche markets( If e have many 0usinesses ho should resources 0e

allocated(

4f the various alternatives hich ill produce the greatestreturns(

Many more issues confront an organization6



LEFT-HANDED AND RIGHT-

HANDED ORGANIZATION

LEFT-HANDED

7inancially driven

8lanning of e9penses de0t sales

5hen sales slip tendency to cut e9penses to

0oost profits

ypically ith ritish and S organiations




HANDED ORGANIZATION

RIGHT-HANDED

arket-driven organiations

8rimary o0ective of satisfying customers

usiness decisions flo 0ack from an

understanding of customer rather than from a

financial reltuirement ypically ith =apanese organiations

Increasing shift toards right-handed approach



Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by

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Get all the class necessities

isit We$ portal to download lectres

amp notes

or (eries) ll+rivi-ahoocom



1-2

Marketing Strategy



3


INTRODUCTION


outcomes are


strategy





SUGGESTED READINGS


by

Davi Craven

Cater 1 t$





1-



our ansers$

1-




1-)



So arketing is $

1-+



WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes




3


INTRODUCTION


outcomes are


strategy





SUGGESTED READINGS


by

Davi Craven

Cater 1 t$





1-



our ansers$

1-




1-)



So arketing is $

1-+



WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes




SUGGESTED READINGS


by

Davi Craven

Cater 1 t$





1-



our ansers$

1-




1-)



So arketing is $

1-+



WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes




1-



our ansers$

1-




1-)



So arketing is $

1-+



WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes




our ansers$

1-




1-)



So arketing is $

1-+



WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes





1-)



So arketing is $

1-+



WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes




So arketing is $

1-+



WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes




WHAT IS BUSINESS

STRATEGY






In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes







In other words




40ectives


corporation










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes










5hat time frame(



allocated(






HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes





HANDED ORGANIZATION

LEFT-HANDED

7inancially driven



0oost profits





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes





HANDED ORGANIZATION

RIGHT-HANDED










i(ey




9age




eiti$n6



Ne+t C(a




amp notes





i(ey




9age




eiti$n6



Ne+t C(a




amp notes




Ne+t C(a




amp notes


analysis of marketing chapter 2

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