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CIM
REV
ISIONCARDS
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TABLE
OFCONTE
NTS
Pref
ace
....
....
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....
....
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....
....
....
....
..iv
1.In
trod
uctio
nto
Str
ateg
icM
arke
ting
inPr
actic
e..
....
....
....
....
....
....
....
12.
Wha
tis
mea
ntby
Cas
eS
tudy
Ana
lysi
s?..
....
....
....
....
....
....
....
....
...
103.
Und
erst
andi
ngth
eD
irec
tion
and
Man
agem
ent
ofM
arke
ting
Act
iviti
es..
.33
4.C
onte
mpo
rary
Mar
ketin
gIs
sues
....
....
....
....
....
....
....
....
....
....
....
...
455.
Effe
ctiv
eC
usto
mer
Ori
enta
tion
....
....
....
....
....
....
....
....
....
....
....
....
746.
The
Exam
inat
ion
....
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....
....
93
PREF
ACE
Wel
com
eto
the
CIM
Rev
isio
nC
ards
from
Else
vier
/But
terw
orth
–H
eine
man
n.W
eho
peyo
uw
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dth
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usef
ulto
revi
sefo
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urC
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The
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edin
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with
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CIM
Cou
rseb
ooks
from
Else
vier
/But
terw
orth
–H
eine
man
n,an
dha
vebe
enw
ritt
ensp
ecifi
cally
with
revi
sion
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ind.
They
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sof
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plet
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Toge
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nre
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ongs
ide
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Cou
rseb
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they
serv
eas
the
idea
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ain
text
.G
ood
luck
–w
ew
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you
ever
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cces
sw
ithyo
urC
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alifi
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INTR
ODUCTIONTO
STR
ATE
GIC
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INGIN
PRACTICE
LEARNIN
GOUTCOMES
�Id
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vari
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Ass
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gan
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n�
Form
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omer
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est
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atin
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ons,
appr
opri
ate
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rol
aspe
cts
and
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inge
ncy
plan
s�
Dem
onst
rate
anun
ders
tand
ing
ofth
edi
rect
ion
and
man
agem
ent
ofm
arke
ting
activ
ities
aspa
rtof
the
impl
emen
tatio
nof
stra
tegi
cdi
rect
ion,
taki
ngin
toac
coun
tbu
sine
ssin
telli
genc
ere
quir
emen
ts,
mar
ketin
gpr
oces
ses,
reso
urce
s,m
arke
tsan
dth
eco
mpa
nyvi
sion
Unit1
STR
ATEGIC
MARKETINGIN
PRACTICE
1
LEARNIN
GOUTCOMES
–CONTIN
UED
�Pr
omot
ean
dfa
cilit
ate
the
adop
tion
and
mai
nten
ance
ofa
stro
ngm
arke
tan
dcu
stom
eror
ient
atio
nw
ithm
easu
rabl
em
etri
cs�
Syn
thes
ize
vari
ous
stra
nds
ofkn
owle
dge
and
skill
sfr
omth
edi
ffer
ent
sylla
bus
mod
ules
effe
ctiv
ely
inde
velo
ping
anef
fect
ive
solu
tion
for
any
give
nco
ntex
t
Aim
Mar
ketin
gha
sto
befir
mly
root
edin
theo
ryan
dpr
actic
e.Pr
actic
ein
form
sth
eory
and
vice
vers
a.S
trat
egic
Mar
ketin
gin
Prac
tice
build
son
the
know
ledg
ean
dsk
ills
deve
lope
din
the
prec
edin
gm
odul
es,
but
also
look
sfo
ran
over
all
com
pete
nce
inm
arke
ting
that
enco
mpa
sses
all
the
vari
ous
subj
ect
area
sco
vere
din
the
low
erqu
alifi
catio
nle
vels
.As
mar
ketin
gis
cons
tant
lyev
olvi
ng,
one
ofth
eai
ms
ofth
ism
odul
eis
toex
plor
eth
ela
test
tren
dsan
din
nova
tions
rele
vant
tom
arke
ters
oper
atin
gat
ast
rate
gic
leve
lw
ithin
orga
niza
tions
.Th
ere
isno
spec
ific
sylla
bus
for
this
subj
ect
asit
isba
sed
upon
the
sylla
bifo
rth
eot
her
post
-gra
duat
em
odul
es.
INTR
ODUCTIONTO
STR
ATEGIC
MARKETINGIN
PRACTICE
2
Ana
lysisan
dEvalua
tion
–C
over
sth
eco
ncep
ts,
tech
niqu
esan
dm
odel
sin
volv
edin
deve
lopi
nga
deta
iled
unde
rsta
ndin
gof
the
mar
ket,
cust
omer
san
dco
mpe
titiv
een
viro
nmen
tou
tsid
ean
din
side
the
orga
niza
tion,
itsca
pabi
litie
s,an
das
sets
,an
dop
port
uniti
esav
aila
ble
Strateg
icMarketing
Decisions
–C
over
sth
eco
ncep
ts,
tech
niqu
esan
dm
odel
sin
volv
edin
form
ulat
ing
acu
stom
er-f
ocus
edco
mpe
titiv
ebu
si-
ness
orco
rpor
ate
stra
tegy
and
deve
lopi
nga
spec
ific
and
diff
eren
tiate
dco
mpe
titiv
epo
sitio
n.It
incl
udes
inve
stm
ent
deci
sion
saf
fect
ing
mar
ketin
gas
sets
Man
agingMarketing
Perform
ance
–C
over
sth
eim
plem
enta
tion
stag
eof
the
stra
tegy
.Th
isen
com
pass
esm
anag
ing
mar
ketin
gte
ams,
man
agin
gch
ange
,im
plem
entin
gst
rate
gyth
roug
hm
arke
ting
activ
ites,
wor
king
with
othe
rde
part
-m
ents
and
usin
gm
easu
rem
ent
asth
eba
sis
for
impr
ovem
ent.
Ana
lysi
s an
dev
alua
tion
Man
agin
gm
arke
ting
perf
orm
ance
Str
ateg
icm
arke
ting
deci
sion
s
Str
ateg
icm
arke
ting
inpr
actic
e
Str
ateg
icM
arke
ting
inPr
actic
ean
dlin
ksw
ithot
her
mod
ules
.
STR
ATEGIC
MARKETINGIN
PRACTICE
3
Mar
ketin
gdr
ives
the
busi
ness
agen
da
Mar
ketin
gis
ase
tof
activ
ities
conc
erne
dw
ithcr
eatin
gva
lue
for
shar
ehol
ders
and
othe
rst
akeh
olde
rsby
crea
ting
and
capt
urin
gex
cept
iona
lva
lue
for
cust
omer
s.O
rgan
izat
ions
expe
ctpr
ofes
sion
alm
arke
ters
tode
velo
pan
incr
easi
ngse
nse
ofow
ners
hip
for
the
who
lecu
stom
erex
peri
ence
;th
isre
quir
esth
emto
bem
ore
awar
eof
the
oper
atio
nal
busi
ness
agen
da.
Prof
essi
onal
mar
kete
rsin
publ
icly
quot
edor
limite
dco
mpa
nies
have
to:
nFo
cuson
thelong
term
–W
hile
othe
rbu
sine
ssfu
nctio
nsca
nm
axim
ize
econ
omic
prof
itth
roug
hef
ficie
ncy,
mar
ketin
gis
the
only
way
tocr
eate
valu
e.M
arke
ting
typi
cally
crea
tes
thre
etim
esm
ore
valu
eth
anot
her
func
tions
.
nCreatean
dCap
ture
valueforcustom
ers
–M
arke
ters
crea
teva
lue
byin
crea
sing
the
valu
epe
rcei
ved
bycu
stom
ers
inan
orga
niza
tion’
spr
oduc
tsan
dse
rvic
es.
By
incr
easi
ngpe
rcei
ved
valu
e,m
arke
ters
crea
teth
eop
port
unity
for
prem
ium
pric
ing
thro
ugh
whi
chec
onom
icpr
ofit
isin
crea
sed.
nTa
kecharge
ofthebu
sine
ssag
enda
–M
arke
ting
uses
itsac
tiviti
esan
das
sets
tocr
eate
cust
omer
valu
e.S
hare
hold
ers
mea
sure
the
valu
eth
atth
ebu
sine
ssha
scr
eate
dfo
rth
emas
the
sum
ofdi
vide
nds
paid
and
incr
ease
insh
are
pric
e.M
arke
ting
has
tota
kech
arge
ofin
vest
men
tin
mar
ketin
gas
sets
and
the
activ
ities
that
crea
teva
lue.
INTR
ODUCTIONTO
STR
ATEGIC
MARKETINGIN
PRACTICE
4
Mar
ketin
gac
tiviti
esin
orga
niza
tions
can
begr
oupe
dbr
oadl
yin
tofo
urm
odel
s:
Sales
Sup
port
Com
mon
inS
ME’
san
dso
me
B2B
cont
exts
,th
eem
phas
isis
esse
ntia
llyre
activ
ew
ithm
arke
ting
supp
ortin
ga
dire
ctsa
les
forc
ean
din
clud
ing
activ
ities
such
aste
le-m
arke
ting
and
resp
ondi
ngto
inqu
irie
s.
Ope
ration
alMarketing
Mar
ketin
gsu
ppor
tsth
eor
gani
zatio
nw
itha
co-o
rdin
ated
rang
eof
activ
ities
.Pl
anni
ngis
atth
eop
erat
iona
lan
dfu
nctio
nal
leve
l.Ty
pica
llyus
edin
FMC
G,
B2C
and
B2B
.
Marketing
Com
mun
ications
Mar
ketin
gpr
omot
esth
roug
hpu
shan
dpu
llco
mm
unic
atio
nspr
omot
ing
the
orga
niza
tion.
Mor
epr
oact
ive
appr
oach
uses
com
mun
icat
ion
met
hods
tora
ise
awar
enes
s,ge
nera
tele
ads
and
take
orde
rs.
Strateg
icMarketing
Emph
asis
oncr
eatin
gva
lue
and
deve
lopi
nga
com
petit
ive
stra
tegy
.Pr
actic
edin
larg
eran
dcu
stom
er-f
ocus
edor
gani
zatio
ns,
with
stra
tegi
cm
arke
ting
deci
sion
sbe
ing
mad
eby
prof
essi
onal
mar
kete
rsor
busi
ness
lead
ers.
STR
ATEGIC
MARKETINGIN
PRACTICE
5
Mar
ketin
gco
ntri
bute
sto
corp
orat
ean
dbu
sine
sspl
ans
and
deve
lops
itsow
nfu
nctio
nal
plan
atan
oper
atio
nal
leve
l.
VIS
ION
Ana
lysi
s
Mis
sion
Sta
tem
ent
Feedback and iteration
Obj
ectiv
es
Str
ateg
ies
Tac
tics
Con
trol
Sum
mar
y
Und
erst
andi
ng th
e en
viro
nmen
t, st
akeh
olde
rs, c
urre
nt p
ositi
on, l
evel
of
mar
ket o
rient
atio
n, c
orpo
rate
rep
utat
ion,
eth
ical
sta
nce,
eco
logi
cal
stan
ce, m
arke
t seg
men
ts s
erve
d. O
rgan
izat
iona
l com
pete
nces
te
chno
logi
cal c
ompe
tenc
es
Mea
sura
ble
obje
ctiv
es s
uch
as m
arke
t gro
wth
eco
logi
cal m
easu
res,
an
d fin
anci
al o
utpu
ts. Q
ualit
ativ
e as
pect
s su
ch a
s th
e de
velo
pmen
t of
mar
ketin
g C
ompe
tenc
ies,
bra
ndin
g ef
fect
iven
ess
Util
isin
g m
odel
s su
ch a
s P
orte
r, A
nsof
f, G
E M
atrix
to d
evel
op
mar
ketin
g st
rate
gies
. Bro
ader
pol
itica
l str
ateg
ies
to c
omm
unic
ate
with
al
l sta
keho
lder
s.
Sho
rt te
rm m
arke
ting
tact
ics
taki
ng in
to a
ccou
nt c
urre
nt e
nviro
nmen
tal
char
acte
ristic
s, b
ut r
esid
ing
with
in th
e ov
eral
l cor
pora
te v
isio
n
Mar
ketin
g m
etric
s, ta
king
into
acc
ount
the
diffe
rent
sta
keho
lder
s th
at
the
com
pany
is a
nsw
erab
le to
Key
asp
ects
of t
he m
arke
ting
stra
tegy
and
con
tinge
ncie
s
Str
ateg
icM
arke
ting
mod
elfo
rth
e21
stce
ntur
y.
INTR
ODUCTIONTO
STR
ATEGIC
MARKETINGIN
PRACTICE
6
Are
asof
focu
sfo
rS
MIP
The
SM
IPm
odul
eis
desi
gned
tote
stth
eap
plic
atio
nof
know
ledg
ega
ined
with
inth
eot
her
thre
ePo
st-g
radu
ate
mod
ules
,al
ongs
ide
the
mor
eco
ntem
pora
rym
arke
ting
issu
esth
ataf
fect
ara
nge
ofm
arke
ting
activ
ities
.
Thes
ein
clud
e:
Glo
baliz
atio
n
Man
ym
ultin
atio
nals
have
oper
ated
glob
ally
for
year
sbu
tte
chno
logy
isdr
ivin
gch
ange
,en
ablin
gsm
alle
rco
mpa
nies
the
oppo
rtun
ityof
oper
atin
ggl
obal
ly.
The
intr
oduc
tion
ofth
eEu
roha
sle
adto
the
deve
lopm
ent
ofpa
n-Eu
rope
anm
arke
ts.
Org
aniz
atio
nal
Issu
es
The
cultu
rean
dna
ture
ofth
eor
gani
zatio
n,du
eto
inap
prop
riat
est
ruct
ures
orpe
rson
nel,
can
lead
toth
esu
cces
sor
failu
reof
the
plan
ned
mar
ketin
gst
rate
gy.
Sus
tain
abili
ty
Incr
ease
dco
ncer
nsov
ercl
imat
icch
ange
and
envi
ronm
enta
lde
teri
orat
ion
are
ofcr
itica
lim
port
ance
tom
arke
ters
.It
isim
port
ant
that
cons
trai
nts
impo
sed
byth
een
viro
nmen
tar
eco
nsid
ered
.
Con
stra
ints
Res
ourc
esav
aila
ble,
eith
erfin
anci
alor
HR
rela
ted,
can
sign
ifica
ntly
rest
rict
anor
gani
zatio
n’s
abili
tyto
reac
tw
ithin
itsm
arke
tse
ctor
.A
soun
dkn
owle
dge
ofba
sic
finan
cial
stat
emen
tsis
esse
ntia
l.
STR
ATEGIC
MARKETINGIN
PRACTICE
7
Gui
delin
esfo
rpr
e-pr
epar
edw
ork
SM
IPst
uden
tsre
ceiv
eth
eca
sest
udy
four
wee
kspr
ior
toth
eex
amin
atio
nda
te.
Stu
dent
sar
ere
quir
edto
prod
uce
six
page
sof
prep
ared
anal
ysis
whi
chw
illbe
subm
itted
with
the
exam
inat
ion
scri
pt.
25%
mar
ksca
nbe
awar
ded
for
this
anal
ysis
asfo
llow
s:
10%
for
orig
inal
ityan
dap
prop
riat
enes
sof
pre-
prep
ared
anal
ysis
15%
for
appr
opri
ate
appl
icat
ion
ofth
ean
alys
isw
ithin
the
exam
scri
pt
Ana
lysi
ssh
ould
dem
onst
rate
nTh
eus
eof
mod
els
and
conc
epts
appl
ied
toth
eca
sem
ater
ial
nK
eyis
sues
aris
ing
from
the
anal
ysis
ofth
eca
sem
ater
ial
nA
nin
divi
dual
appr
oach
toth
eca
sest
udy
supp
lied
nC
lear
know
ledg
eof
the
mos
tap
prop
riat
ete
chni
ques
appl
icab
leto
the
case
stud
yor
gani
zatio
n
INTR
ODUCTIONTO
STR
ATEGIC
MARKETINGIN
PRACTICE
8
Rev
isio
ntip
s
nFa
mili
ariz
eyo
urse
lfw
ithth
ein
form
atio
nga
ined
with
inth
eot
her
mod
ules
you
have
stud
ied
atPo
stG
radu
ate
leve
l
nFa
mili
ariz
eyo
urse
lfw
ithm
ore
oper
atio
nal
conc
epts
atPr
ofes
sion
alC
ertif
icat
ele
vel
that
you
may
not
have
stud
ied
form
ally
,su
chas
mar
ketin
gre
sear
chan
dco
mm
unic
atio
nspl
anni
ng
nC
onsi
der
the
rang
eof
cont
empo
rary
mar
ketin
gis
sues
that
are
appl
icab
leto
case
stud
yor
gani
zatio
nan
dth
elik
ely
cons
trai
nts
thes
em
ayim
pose
nEn
sure
that
rele
vant
finan
cial
and
mar
ketin
gm
etri
csar
eut
ilize
dw
ithin
the
anal
ysis
proc
ess
nR
emem
ber
tocr
oss-
refe
ryo
urw
ork
inth
eex
amin
atio
nto
the
pre-
prep
ared
anal
ysis
STR
ATEGIC
MARKETINGIN
PRACTICE
9
WHATIS
MEA
NTBY
CASESTU
DYANALY
SIS
?KNOWLEDGE
AND
SKIL
LREQUIR
EMENTS
�A
naly
sis,
inte
rpre
tatio
n,ev
alua
tion
and
synt
hesi
sof
info
rmat
ion,
incl
udin
gth
eab
ility
todr
awco
nclu
sion
s�
Iden
tific
atio
n,ex
plor
atio
nan
dev
alua
tion
ofst
rate
gic
optio
ns�
Sel
ectio
nan
dju
stifi
catio
nof
anap
prop
riat
eop
tion
usin
gde
cisi
oncr
iteri
a�
Esta
blis
hing
the
activ
ities
,re
sour
ces
and
sche
dule
need
edto
impl
emen
tth
ech
osen
stra
tegy
�W
orki
ngw
ithot
hers
toim
plem
ent
and
cont
rol
the
stra
tegy
SyllabusReference:1.1–1
.5
Unit2
Ana
lysi
ngth
eca
sest
udy
Ana
lysi
ngth
esi
tuat
ion
the
orga
niza
tion
finds
itsel
fin
thro
ugh
the
use
ofke
yco
ncep
tsso
urce
dfr
omth
eot
her
post
-gra
duat
em
odul
es.
Det
aile
dan
def
fect
ive
anal
ysis
shou
ldco
ver
nTh
eke
yhi
stor
ical
even
ts
nA
PES
TLE
anal
ysis
nA
SW
OT
anal
ysis
nPr
oduc
tm
arke
ting
anal
ysis
nIs
sues
spec
ific
toth
eca
se
nLi
kely
cons
trai
nts
nA
nyst
ruct
ural
feat
ures
/con
trol
issu
es
nK
eyis
sues
aris
ing
from
anal
ysis
His
tori
cal
even
ts
Itis
impo
rtan
tto
anal
yse
the
key
criti
cale
vent
sw
hich
have
shap
edth
eco
mpa
ny’s
deve
lopm
ent.
Und
er-
stan
ding
the
evol
utio
nof
anin
dust
ryan
dth
ede
cisi
ons
mad
eov
ertim
eca
npr
ovid
ea
valu
able
insi
ght
into
the
orga
niza
tion’
slik
ely
capa
bilit
ies
inth
efu
ture
.
PES
TLE
anal
ysis
Toun
ders
tand
the
effe
ctof
the
MA
CR
Oen
viro
nmen
tup
onth
ein
dust
ryse
ctor
and
tohi
ghlig
htke
ytr
ends
.In
clud
es
nPo
litic
alfa
ctor
s
nEc
onom
icfa
ctor
s
nS
ocia
lfa
ctor
s
nTe
chno
logi
cal
fact
ors
nEn
viro
nmen
tal
fact
ors
nLe
gal
fact
ors
STR
ATEGIC
MARKETINGIN
PRACTICE
11
SW
OT
anal
ysis
Onc
eth
epr
evio
ustw
ost
ages
have
been
com
plet
ed,
the
info
rmat
ion
toco
mpl
ete
aS
WO
Tan
alys
isca
nbe
obta
ined
from
Port
ers
5Fo
rces
Mod
el.
How
the
SW
OT
Ana
lysi
s H
elps
the
Pla
nnin
g P
roce
ss
Str
engt
hs
e.g.
no.
1 in
mar
ket p
lace
Opp
ortu
nitie
s
e.g.
com
petit
or d
ropp
ing
from
mar
ket
e.g.
new
legi
slat
ion
for
cert
ain
prod
ucts
Ext
erna
l to
com
pany
Inte
rnal
toco
mpa
ny
Wea
knes
ses
Con
vert
s
Con
vert
s
C O N V E R T
e.g.
poo
r cu
stom
er s
ervi
ce
Thr
eats
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
12
Port
ers
5Fo
rces
Mod
el
This
mod
elin
corp
orat
esth
eef
fect
ofth
eM
ICR
Oen
viro
nmen
tal
ongs
ide
MA
CR
Ofo
rces
.
Bar
gain
ing
pow
erof
sup
plie
rs
Bar
gain
ing
pow
erof
buy
ers
Thr
eat o
f sub
stitu
tepr
oduc
ts o
r se
rvic
es
Thr
eat o
f new
ent
rant
s
Goa
lsob
ject
ives
mis
sion
Res
ulta
n tpo
sitio
n
Cur
rent
com
petit
ive
posi
tioni
ng
Pot
entia
lco
mpe
titiv
epo
sitio
ning
Indu
stry
/Tec
hnol
ogy
fact
ors
Riv
alry
am
ong
exis
ting
firm
s
STR
ATEGIC
MARKETINGIN
PRACTICE
13
McK
inse
y’s
7-s
mod
el
The
inte
rnal
stre
ngth
san
dw
eakn
esse
sof
the
orga
niza
tion
can
beas
sess
edus
ing
the
follo
win
gm
odel
.
Str
ateg
y
Ski
lls
Sta
ff
Sha
red
valu
es
Sys
tem
s
Sty
le
Str
uctu
re
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
14
Prod
uct
mar
ket
anal
ysis
Man
ym
odel
sex
ist
toau
dit
the
rang
eof
mar
kets
,pr
oduc
tsan
dse
rvic
esth
atan
orga
niza
tion
isin
volv
edin
.Th
efir
stof
thes
eis
the
Prod
uct
Port
folio
mod
elw
hich
allo
ws
anal
ysis
ofpr
oduc
tsor
SB
Us
inte
rms
ofth
eat
trac
tiven
ess
ofth
em
arke
tan
dth
eor
gani
zatio
n’s
rela
tive
posi
tion
with
inth
atm
arke
t.Th
ere
are
five
mod
els
with
inth
isca
tego
ryw
hich
vary
inco
mpl
exity
and
appl
icab
ility
.
All
can
beus
edas
audi
tto
ols
and
for
eval
uatin
gst
rate
gic
optio
nsla
ter
inth
epl
anni
ngpr
oces
s.
STR
ATEGIC
MARKETINGIN
PRACTICE
15
Bos
ton
cons
ultin
ggr
id
Rel
ativ
e m
arke
t sha
re
Hig
h
Hig
h
1.0
1001020
0.1
Low
Low
Market growth rate (%)
Sta
r
Cas
h co
wD
og
Que
stio
n m
ark
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
16
GE
mat
rix
20
Hig
h
Med
ium
Market attractiveness
Com
petit
ive
posi
tion
Low 0
96
30
Str
ong
Med
ium
Wea
k
SB
U2
SB
U1
SB
U3
SB
U5
SB
U4
STR
ATEGIC
MARKETINGIN
PRACTICE
17
She
lldi
rect
iona
lpo
licy
mat
rix
Pro
spec
ts fo
r se
ctor
pro
fitab
ility
Dis
inve
stD
oubl
e or
qui
t
Try
har
der
Lead
er
Pha
sed
with
draw
al
Pha
sed
with
draw
al
Cas
hge
nera
tion
Un
attr
acti
veA
ttra
ctiv
eA
vera
ge
Wea
k
Ave
rag
e
Str
on
g
Lea
der
Gro
wth
Gro
wth
Cu
sto
dia
l
Cus
todi
al
Company's competitive capability
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
18
Abe
lan
dH
amm
ond
3�
3in
vest
men
top
port
unity
mat
rix
Com
petit
ive
posi
tion
Market attractiveness
Str
ong
High Medium Low
Med
ium
Wea
k
High o
vera
ll attr
activ
enes
s
High o
vera
ll attr
activ
enes
s
High o
vera
ll attr
activ
enes
s
Med
ium o
vera
ll attr
activ
enes
s
Med
ium o
vera
ll attr
activ
enes
s
Med
ium o
vera
ll attr
activ
enes
s
Low o
vera
ll attr
activ
enes
s
Low o
vera
ll attr
activ
enes
s
Low o
vera
ll attr
activ
enes
s
Sou
rce:
Wils
onan
dG
illig
an(2
006)
.StrategicMarketingManagem
ent
(thi
rded
ition
).O
xfor
d:El
sevi
er.
STR
ATEGIC
MARKETINGIN
PRACTICE
19
The
Art
hur
DLi
ttle
stra
tegi
cco
nditi
onm
atri
x
• G
row
fast
• A
im fo
r co
st
lea
ders
hip
• D
efen
d po
sitio
n•
Act
offe
nsiv
ely
• D
efen
d po
sitio
n•
Incr
ease
the
im
port
ance
of c
ost
• A
ct o
ffens
ivel
y
• G
row
fast
• D
iffer
entia
te
• G
row
fast
• D
iffer
entia
te
• Lo
wer
cos
t•
Diff
eren
tiate
• A
ttack
sm
all f
irms
• Lo
wer
cos
t•
Diff
eren
tiate
• A
ttack
sm
all f
irms
• Lo
wer
cos
t•
Diff
eren
tiate
• F
ocus
• F
ocus
• D
iffer
entia
te•
Hit
smal
ler
firm
s
Sta
ge o
f ind
ustr
y m
atur
ity
Competitive position
Em
bryo
nic
Favourable
Mat
ure
Dominant
Gro
wth
Strong
• D
efen
d po
sitio
n•
Foc
us•
Con
side
r w
ithdr
awal
• H
arve
st
• H
arve
st
Age
ing
• G
row
the
indu
stry
• F
ocus
• H
old-
on o
r w
ithdr
aw•
Nic
he•
Aim
for
grow
th
• H
old-
on o
r w
ithdr
aw•
Nic
he
Tenable
• W
ithdr
aw
• S
earc
h fo
r a
nich
e•
Atte
mpt
to c
atch
oth
ers
• N
iche
or
with
draw
• W
ithdr
aw
Weak
• W
ithdr
aw
• G
row
fast
• B
uild
bar
riers
• A
ct o
ffens
ivel
y
Sou
rce:
Wils
onan
dG
illig
an(2
006)
.StrategicMarketingManagem
ent
(thi
rded
ition
).O
xfor
d:El
sevi
er.
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
20
Prod
uct
lifec
ycle
port
folio
mix
This
mod
elco
mbi
nes
the
life
stag
eof
the
prod
uct/
serv
ice
with
the
port
folio
appr
oach
,al
soco
nsid
erin
gth
ein
vest
men
tim
plic
atio
ns.
Low
‘Infa
nts’
(neg
ativ
e ca
sh fl
ow)
‘Sta
rs’
(mod
est p
ositi
ve o
rne
gativ
e ca
sh fl
ow)
‘Pro
blem
chi
ldre
n’(la
rge
nega
tive
cash
flow
)
‘Cas
h co
ws’
(larg
e po
sitiv
eca
sh fl
ow)
‘War
hor
ses’
(pos
itive
cas
h flo
w)
‘Dog
s’(m
odes
t pos
itive
or
nega
tive
cash
flow
)
‘Dod
os’
(Neg
ativ
e ca
sh fl
ow)
Hig
h Rel
ativ
e m
arke
t sha
reLo
w
Med
ium
Market growth
Low
Neg
ativ
e
STR
ATEGIC
MARKETINGIN
PRACTICE
21
Str
ateg
icpo
sitio
nan
dac
tion
eval
uatio
n–
SPA
CE
anal
ysis
Dev
elop
edby
the
BC
GG
roup
,th
ism
odel
anal
yses
the
orga
niza
tion’
spo
sitio
nin
rega
rdto
four
key
area
s
nFi
nanc
ial
stre
ngth
nIn
dust
rial
stre
ngth
nC
ompe
titiv
est
reng
th
nEn
viro
nmen
tal
stab
ility
The
aver
age
scor
efo
rea
chse
ctio
nis
then
plot
ted
toar
rive
ata
cons
olid
ated
stra
tegi
cpo
sitio
n.
This
anal
ysis
wor
ksbe
stfo
rpr
ivat
ese
ctor
orga
niza
tions
and
islim
ited
inits
use
for
NFP
and
publ
icse
ctor
s
Com
pany
's fi
nanc
ial s
tren
gth
FS
Env
ironm
enta
l sta
bilit
y E
S
Com
pany
’s c
ompe
titiv
ead
vant
age
CA
Indu
stry
str
engt
h IS
Co
mp
etit
ive
Ag
gre
ssiv
eC
on
serv
ativ
e
Def
ensi
ve
−6−5
−4−3
−2−1
12
34
56
6 5 4 3 2 1 −1 −2 −3 −4 −5 −6
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
22
Fact
ors
for
SPA
CE
Ana
lysi
s
Fact
ors
dete
rmin
ing
finan
cial
stre
ngth
Ret
urn
onin
vest
men
tLo
w0
12
34
56
Hig
h
Leve
rage
(Dep
tto
equi
tyra
tio)
Low
01
23
45
6H
igh
Liqu
idity
(cas
hhe
ld)
Low
01
23
45
6H
igh
Cap
ital
requ
ired
/cap
ital
avai
labl
eH
igh
01
23
45
6Lo
w
Cas
hflo
wW
eak
01
23
45
6S
tron
g
Ease
ofex
itfr
omth
em
arke
tD
iffic
ult
01
23
45
6Ea
sy
Ris
kin
volv
edin
the
busi
ness
Low
01
23
45
6H
igh
Oth
er(y
our
own
fact
or)
Low
01
23
45
6H
igh
Ave
rage
:
Cri
tical
fact
ors
and
your
asse
ssm
ent
ofth
isar
eaof
the
orga
niza
tion
STR
ATEGIC
MARKETINGIN
PRACTICE
23
Factorsde
term
iningcompe
titive
advantag
e
Mar
ket
shar
eLo
w0
12
34
56
Hig
h
Prod
uct/
serv
ice
qual
ity(c
ompa
red
toco
mpe
titor
s)Lo
w0
12
34
56
Hig
h
Prod
uct
life
cycl
esst
ages
(for
rang
eof
prod
ucts
/ser
vice
s)S
imila
r0
12
34
56
Diff
eren
t
Prod
uct/
serv
ice
repl
acem
ent
cycl
eVa
riab
le0
12
34
56
Fixe
d
Cus
tom
erlo
yalty
Low
01
23
45
6H
igh
Gen
eral
utili
zatio
nof
capa
city
byth
eco
mpe
titio
nLo
w0
12
34
56
Hig
h
Tech
nolo
gica
lkn
owle
dge
and
com
pete
nce
Low
01
23
45
6H
igh
The
degr
eeof
vert
ical
inte
grat
ion
ofth
eco
mpa
nyLo
w0
12
34
56
Hig
h
Oth
er(y
our
own
fact
or)
Low
01
23
45
6H
igh
Ave
rage�
6¼
Sup
pose
the
tota
lsc
ore
com
esto
36.
This
divi
ded
by8
fact
ors¼
4.5
take
away
6¼
�1.
5(S
oyo
uw
illge
ta
nega
tive
scor
efo
rth
isfa
ctor
.)
Cri
tical
fact
ors
and
your
asse
ssm
ent
ofth
isar
eaof
the
orga
niza
tion
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
24
Factorsde
term
iningindu
stry
streng
th
Gro
wth
pote
ntia
lLo
w0
12
34
56
Hig
h
Prof
itpo
tent
ial
Low
01
23
45
6H
igh
Fina
ncia
lst
abili
ty(w
ithin
the
sect
or)
Low
01
23
45
6H
igh
Tech
nolo
gica
lkn
ow-h
ow(n
eede
dto
oper
ate
with
inth
ese
ctor
)S
impl
e0
12
34
56
Com
plex
Res
ourc
eut
iliza
tion
(gen
eral
lyw
ithin
the
sect
or)
Poor
01
23
45
6G
ood
Cap
ital
inte
nsity
(req
uisi
teca
pita
lfo
rop
erat
ing
inth
ese
ctor
)H
igh
01
23
45
6Lo
w
Ease
ofen
try
into
the
mar
ket
Easy
01
23
45
6D
iffic
ult
Leve
lof
prod
uctiv
ityan
dca
paci
tyut
iliza
tion
Low
01
23
45
6H
igh
Oth
er(y
our
choi
ceof
fact
or)
Low
01
23
45
6H
igh
Ave
rage
:
Cri
tical
fact
ors
dete
rmin
ing
indu
stry
stre
ngth
STR
ATEGIC
MARKETINGIN
PRACTICE
25
Factorsde
term
iningen
vironm
entalstab
ility
Tech
nolo
gica
lch
ange
sM
any
01
23
45
6Fe
w
Rat
eof
infla
tion
Hig
h0
12
34
56
Low
Vari
abili
tyof
dem
and
Hig
h0
12
34
56
Low
Pric
era
nge
ofco
mpe
ting
prod
ucts
Wid
e0
12
34
56
Nar
row
Bar
rier
sto
entr
yin
toth
em
arke
tFe
w0
12
34
56
Man
y
Com
petit
ive
pres
sure
Hig
h0
12
34
56
Low
Pric
eel
astic
ityof
dem
and
Elas
tic0
12
34
56
Inel
astic
Oth
er(a
fact
orof
your
own
choi
ce)
Ave
rage
�6¼
Aga
info
rth
isas
sess
men
t,su
ppos
eth
eav
erag
eis
40,
this
divi
ded
by8¼
5.Th
en5�
6¼
�1
(ane
gativ
efig
ure)
The
key
criti
cal
fact
ors
that
dete
rmin
een
viro
nmen
tal
stab
ility
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
26
Con
solid
atin
gth
eS
PAC
Ean
alys
is
The
xan
dy
co-o
rdin
ates
used
topo
sitio
nth
eor
gani
zatio
nw
ithin
the
mat
rix
are
arri
ved
atby
first
addi
ngth
eC
Aan
dIS
toge
tth
ex
axis
poin
t,an
dth
enad
ding
the
FSan
dES
toge
tth
ey
axis
poin
t.
The
impl
icat
ions
offa
lling
inea
chqu
adra
ntbe
ing
Agg
ressivePosture
–Th
eco
mpa
nyne
eds
tost
reng
then
itspo
sitio
nin
anat
trac
tive
mar
ket
sect
orw
hich
islik
ely
toat
trac
tne
wen
tran
ts.
This
can
beac
hiev
edby
rais
ing
mar
ket
shar
eor
exte
ndin
gpr
oduc
tra
nge
Com
petitive
Posture
–H
ere
the
com
pany
enjo
ysco
mpe
titiv
est
reng
thw
ithin
atu
rbul
ent
envi
ronm
ent.
Furt
her
stre
ngth
can
bega
ined
byga
inin
gfin
anci
alst
reng
thby
redu
cing
cost
sw
hile
furt
her
diff
eren
tiatin
gth
eir
offe
ring
thro
ugh
incr
ease
dm
arke
ting
activ
ity
Con
servativePosture
–In
vest
men
tto
fund
grow
this
orga
nize
dei
ther
byen
teri
ngne
wm
arke
tsor
exte
ndin
gpr
oduc
tra
nge.
Alte
rnat
ivel
y,ad
optin
ga
nich
eap
proa
chca
nle
adto
mor
efo
cus
ona
sect
orse
gmen
t
Defen
sive
Posture
–R
etre
nchm
ent
isne
cess
ary
whe
reco
mpe
titiv
epo
sitio
nan
dfin
anci
alst
reng
thar
elo
w.
Cut
ting
prod
uct
lines
,co
sts
and
slow
ing
dow
nin
vest
men
tar
ere
quir
edto
redu
ceth
eri
skof
take
over
.Tu
rnar
ound
stra
tegi
esre
quir
edfo
llow
ing
ape
riod
ofha
rves
t.
STR
ATEGIC
MARKETINGIN
PRACTICE
27
Gap
anal
ysis
Are
view
ofga
psth
atex
ist
topr
even
tth
eor
gani
zatio
nfr
omre
achi
ngits
goal
sin
the
past
isal
sore
quir
ed.
This
can
beac
hiev
ed
nProdu
ctline
gap
–C
losi
ngth
isga
pen
tails
com
plet
ion
ofa
prod
uct
line,
eith
erin
wid
thor
inde
pth,
byin
trod
ucin
gne
wor
impr
oved
prod
ucts
.
nDistributionga
p–
This
gap
can
bere
duce
dby
expa
ndin
gth
eco
vera
ge,
inte
nsity
and
expo
sure
ofdi
stri
butio
n.
nUsage
gap
–To
incr
ease
usag
e,a
firm
need
sto
indu
cecu
rren
tno
n-us
ers
totr
yth
epr
oduc
tan
den
cour
age
curr
ent
user
sto
incr
ease
thei
rus
age.
nCom
petitive
gap
–Th
isga
pca
nbe
clos
edby
mak
ing
inro
ads
into
the
mar
ket
posi
tion
ofdi
rect
com
petit
ors
asw
ell
asth
ose
who
mar
ket
subs
titut
epr
oduc
ts.
nInternationa
lization
gap
–Th
isga
pca
nbe
shor
tene
dth
roug
hex
port
ing,
join
tve
ntur
ear
rang
emen
tsan
dst
rate
gic
allia
nces
.
nCom
mun
ications
gap
–Th
isga
pca
nbe
shor
tene
dth
roug
had
vert
isin
gst
rate
gies
,PR
orpr
oact
ive
use
ofth
ew
eb.
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
28
The
SER
VQU
AL
mod
el
Man
agem
ent
perc
eptio
ns o
fco
nsum
er p
erce
ptio
ns
Wor
d-of
-mou
thco
mm
unic
atio
nsP
erso
nal
need
sP
ast
expe
rienc
e
Exp
ecte
d se
rvic
e
Per
ceiv
ed s
ervi
ce
Ser
vice
del
iver
yM
AR
KE
TE
R
CO
NS
UM
ER
GA
P 1
GA
P 2
GA
P 3
GA
P 5
GA
P 4
Tra
nsla
tions
of
perc
eptio
n in
to s
ervi
cequ
ality
spe
cific
atio
ns
Ext
erna
lco
mm
unic
atio
nto
con
sum
ers
Sou
rce:
Ber
ry,
Para
sura
man
and
Zeith
aml
(199
4).
STR
ATEGIC
MARKETINGIN
PRACTICE
29
Ans
off
grow
thm
atri
x
One
ofth
efir
stm
odel
sto
beus
edto
asse
ssth
evi
abili
tyof
stra
tegi
cop
tions
avai
labl
eto
the
orga
niza
tion,
this
mod
elde
mon
stra
tes
the
oppo
rtun
ities
for
grow
thav
aila
ble
toth
eor
gani
zatio
n.
Pro
duct
alte
rnat
ives
Options
Pre
sent
prod
ucts
Exi
stin
gm
arke
t
Exp
ande
dm
arke
t
New
mar
ket
Mar
ket
pene
trat
ion
Pro
duct
var
iant
sim
itatio
nsP
rodu
ct li
neex
tent
ion
Agg
ress
ive
prom
otio
n
Mar
ket
segm
enta
tion
prod
uct
Ver
tical
dive
rsifi
catio
n
Mar
ket
deve
lopm
ent
Mar
ket
exte
nsio
nC
ongl
omer
ate
dive
rsifi
catio
n
Impr
oved
prod
ucts
New
prod
ucts
Gro
wth
sect
oran
alys
is
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
30
Con
stra
ints
Itis
impo
rtan
tto
reco
gniz
eth
atfu
ture
stra
tegi
cpl
ans
mus
tbe
base
dup
ona
real
istic
cons
ider
atio
nof
the
reso
urce
sav
aila
ble
toth
eor
gani
zatio
n.Th
ese
incl
ude
nM
arke
tG
row
thco
nstr
aint
s
nFi
nanc
ial
–se
eU
nit
5
nTe
chni
cal/s
yste
ms
nEn
viro
nmen
tal
nO
rgan
izat
iona
lst
ruct
ure/
cultu
re
nH
Ror
skill
cons
trai
nts
nO
ther
cont
empo
rary
issu
es–
see
Uni
t4
Key
issu
es
Itis
not
poss
ible
toev
alua
teth
est
rate
gic
optio
nsav
aila
ble
toth
eor
gani
zatio
nsth
roug
hth
orou
gh
anal
ysis
.Th
eK
eyS
trat
egic
Issu
es(K
SI)
that
have
aris
enfr
omth
eau
dit
proc
ess
will
guid
eth
ispr
oces
s.A
tth
isst
age,
itis
poss
ible
tobe
gin
plan
ning
the
way
forw
ard
bysu
mm
ariz
ing
the
follo
win
g
nS
tate
men
tof
the
prob
lem
/KS
I
nS
umm
ary
anal
ysis
of
^In
dust
ryda
ta
^Pr
oduc
t/se
rvic
ean
alys
is
^Fi
nanc
ial
anal
ysis
^M
anag
emen
tcu
lture
/val
ues
nC
onsi
dera
tion
and
eval
uatio
nof
optio
ns
nR
ecom
men
datio
ns/s
trat
egie
s
nR
esou
rce
impl
icat
ions
nIm
plem
enta
tion,
cont
inge
ncy
and
cont
rol
STR
ATEGIC
MARKETINGIN
PRACTICE
31
Rev
isio
ntip
s
nW
hen
eval
uatin
ga
case
,it
isim
port
ant
tobe
syst
emat
icin
your
appr
oach
.Yo
uca
nnot
mov
eon
toas
sess
ing
stra
tegi
cop
tions
until
you
are
fully
conv
ersa
ntw
ithth
eor
gani
zatio
n’s
stre
ngth
san
dw
eakn
esse
sin
all
aspe
cts
ofth
ebu
sine
ssan
dm
arke
tse
ctor
nB
efor
ere
com
men
ding
ast
rate
gyit
isim
port
ant
toco
nsid
erif
the
orga
niza
tion
has
the
reso
urce
sin
plac
eto
fully
impl
emen
tth
atst
rate
gy,
oral
ter-
nativ
ely
build
into
your
plan
the
mea
nsby
whi
chth
ose
mis
sing
reso
urce
sca
nbe
gain
ed
nR
emem
ber
the
othe
rPo
st-g
radu
ate
mod
ules
.To
gain
afu
llpi
ctur
e,yo
une
edto
beco
nver
sant
with
all
the
mod
els
and
anal
ytic
alto
ols
used
with
inth
ose
mod
ules
soas
tobe
able
tofu
llyap
ply
the
corr
ect
tech
niqu
esto
the
chos
enca
sest
udy.
Not
all
mod
els
will
beap
plic
able
toal
lin
dust
ryse
ctor
s
WHATIS
MEA
NTBYCASESTU
DYANALYSIS?
32
UNDER
STA
NDINGTH
EDIREC
TIONANDMANAGEM
ENT
OFMARKET
INGACTIVITIES
LEARNIN
GOUTCOME
Dem
onst
rate
anun
ders
tand
ing
ofth
edi
rect
ion
and
man
agem
ent
ofm
arke
ting
activ
ities
aspa
rtof
the
impl
emen
tatio
nof
stra
tegi
cdi
rect
ion,
taki
ngin
toac
coun
tbu
sine
ssin
telli
genc
ere
quir
emen
ts,
mar
ketin
gpr
oces
ses,
reso
urce
san
dth
eco
mpa
nyvi
sion
KEY
DEFIN
ITIO
NKNOWLE
DGEMANAGEM
ENT–
Sys
tem
atic
man
agem
ent
ofkn
owle
dge
gain
edth
roug
hri
goro
usap
proa
chto
the
rese
arch
and
anal
ysis
unde
rtak
en.
Itis
ofpa
ram
ount
impo
rtan
ceth
atth
ekn
owle
dge
built
istr
ustw
orth
y,cr
edib
lean
dve
rifia
ble,
and
that
itis
acce
ssib
leto
all
man
ager
sin
volv
edin
the
deci
sion
-mak
ing
proc
ess
Unit3
STR
ATEGIC
MARKETINGIN
PRACTICE
33
Kno
wle
dge
man
agem
ent
Inor
der
tom
ake
effe
ctiv
ede
cisi
ons,
man
ager
sm
ust
have
acce
ssto
info
rmat
ion
onw
hich
they
can
base
thes
ede
cisi
ons.
Kno
wle
dge
mus
tth
eref
ore
bebo
thac
quir
ed(le
arni
ng)
and
proc
esse
dan
ddi
stri
bute
dto
thos
ew
hone
edit
(man
agin
g).
The
proc
ess
byw
hich
this
occu
rsis
depe
nden
tup
onth
efo
llow
ing
fact
ors:
nTh
eso
urci
ngof
info
rmat
ion
via
mar
ketin
gre
sear
ch
nTh
eav
aila
bilit
yof
info
rmat
ion
syst
ems
toco
llect
,st
ore
and
man
ipul
ate
info
rmat
ion
nTh
ecu
lture
ofle
arni
ngto
beem
bedd
edw
ithin
anor
gani
zatio
nto
enab
lem
anag
ers
tore
flect
,re-
eval
uate
and
resp
ond
(3R
lear
ning
)to
mar
ket
chal
leng
es
nM
onito
ring
syst
ems
and
mar
ket
scan
ning
nC
lear
corp
orat
edi
rect
ion
and
visi
on
Som
eof
thes
eis
sues
are
deal
tw
ithin
deta
ilun
der
the
Mar
ketin
gR
esea
rch
and
Info
rmat
ion
Mod
ule
atth
ePr
ofes
sion
aldi
plom
ale
vel.
As
apo
st-g
radu
ate
stud
ent,
itis
assu
med
that
know
ledg
ew
ithin
thes
ear
eas
has
been
gain
edth
roug
hpr
actic
alex
peri
ence
.
UNDER
STA
NDINGTH
EDIREC
TIONANDMANAGEM
ENTOFMARKETINGACTIVITIES
34
Mar
ketin
gin
form
atio
nsy
stem
s(M
kiS
)
Dev
elop
ing
Info
rmat
ion
Inte
rnal
Rec
ords
Mar
ketin
gIn
telli
genc
e
Mar
ketin
gD
ecis
ion
Sup
port
Ana
lyse
s
Mar
ketin
gR
esea
rch
Mar
ketin
g D
ecis
ions
and
Com
mun
icat
ions
Mar
ketin
g
Pla
nnin
g
Impl
emen
tatio
n
Con
trol
Mar
ketin
gE
nviro
nmen
tT
arge
t mar
kets
Mar
ketin
g ch
anne
lsC
ompe
titor
sC
onsu
mer
sM
acro
envi
ronm
ent
Dis
tribu
ting
info
rmat
ion
Info
rmat
ion
need
s
Sou
rce:
Ada
pted
from
Kot
ler
(199
2)
STR
ATEGIC
MARKETINGIN
PRACTICE
35
Com
pone
ntpa
rts
ofth
eM
kiS
Inte
rnal
reco
rds
Sal
esre
cord
s,ac
coun
tre
cord
san
dot
her
info
rmat
ion
that
isav
aila
ble
inth
eco
mpa
ny.
The
key
issu
ehe
reis
bein
gab
leto
sele
ctan
dm
anip
ulat
eda
tato
info
rmde
cisi
ons
rath
erth
anto
expe
rien
cein
form
atio
nov
erlo
ad.
Dec
isio
nsu
ppor
tsy
stem
s
Sys
tem
san
dso
ftw
are
are
usef
ulto
proc
ess,
man
ipul
ate
and
anal
yse
the
info
rmat
ion
from
the
othe
rar
eas
ofth
eM
kiS
inor
der
topr
oduc
ein
telli
genc
eth
atai
dsde
cisi
onm
akin
g,e.
g.S
ensi
tivity
anal
ysis
,S
tatis
tical
mod
ellin
gan
dFo
reca
stin
gte
chni
ques
.
Mar
ketin
gin
telli
genc
e
Publ
ishe
dda
tath
atis
gath
ered
and
proc
esse
dby
the
Mki
Sto
prod
uce
inte
llige
nce
and
toin
form
deci
sion
-m
akin
g.S
ourc
esin
clud
e
nG
over
nmen
tA
genc
ies
nB
usin
ess
dire
ctor
ies
nTr
ade
Ass
ocia
tions
/jour
nals
nC
ompu
teri
zed
Dat
abas
es,
e.g.
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ters
nPu
blis
hed
sour
ces,
e.g.
Min
tel,
Euro
mon
itor
nC
ompe
titor
inte
llige
nce
syst
ems,
e.g.
Kom
pass
nEn
viro
nmen
tal
scan
ning
syst
ems
UNDER
STA
NDINGTH
EDIREC
TIONANDMANAGEM
ENTOFMARKETINGACTIVITIES
36
Mar
ketin
gre
sear
ch
Sec
onda
ryre
sear
ch
Info
rmat
ion,
whi
chex
ists
inde
pend
ent
ofth
eor
gani
-za
tion
and
was
not
crea
ted
spec
ifica
llyfo
rth
eus
eof
anin
divi
dual
orga
niza
tion
Sou
rces
asde
taile
dun
der
Mar
ketin
gIn
telli
genc
e:
Sec
onda
ryda
taca
n
nIn
form
the
prim
ary
rese
arch
proc
ess
nC
hart
hist
oric
alda
tasu
chas
mar
ket
tren
dsn
Be
aco
stef
fect
ive
rese
arch
met
hod
for
SM
E’s
and
NFP
sect
orB
utm
ust
also
beca
refu
llyex
amin
edto
asse
ssits
nA
ccur
acy
nR
elia
bilit
yn
Valid
ityfo
rth
epu
rpos
e
Prim
ary
rese
arch
Giv
esin
sigh
tin
tobe
havi
oura
lpa
tter
ns,
e.g.
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uct
usag
e,co
mpe
titiv
epo
sitio
ning
,ev
olvi
ngne
eds
inor
der
toin
form
the
stra
tegy
form
ulat
ion
proc
ess
WH
O
WH
AT
WH
ER
E
WH
EN
HO
W (
CH
OIC
E)
WH
Y (
SE
LEC
TIO
N)
attr
ibut
es n
eces
sary
C U S T O M E R
V A L U E
STR
ATEGIC
MARKETINGIN
PRACTICE
37
Com
petit
ive
stra
tegy
asan
emer
gent
lear
ning
proc
ess
Sus
tain
able
com
petit
ive
adva
ntag
eis
built
upon
anor
gani
zatio
n’s
abili
tyto
adap
tto
chan
ging
cond
ition
sby
mak
ing
effe
ctiv
ede
cisi
ons
tode
velo
pan
dim
plem
ent
ast
rate
gyw
hich
deliv
ers
supe
rior
valu
eto
cust
omer
s.
How
ever
lear
ning
isre
quir
edto
acqu
ire
and
deve
lop
the
skill
sne
cess
ary
for
this
proc
ess
tooc
cur.
Wils
onan
dG
illig
an(2
004)
sugg
est
the
follo
win
gel
emen
tsof
aCustomer
value-ba
sedph
ilosop
hy:
nA
stro
ngm
arke
tor
ient
atio
n
nA
proc
ess
ofco
ntin
uous
lear
ning
nA
com
mitm
ent
toin
nova
tion
Org
aniz
atio
nal
valu
esfo
ref
fect
ive
lear
ning
requ
irem
ents
:
nA
com
mitm
ent
tole
arni
ng
nO
pen-
min
dedn
ess
nA
shar
edvi
sion
nO
rgan
izat
iona
lkn
owle
dge
shar
ing
Inor
der
toac
hiev
ea
shar
edpu
rpos
eto
bene
fitfr
omle
arni
ng,
the
orga
niza
tion
ofte
nde
velo
psa
mis
sion
stat
emen
tto
expr
ess
thei
rvi
sion
and
valu
es.
UNDER
STA
NDINGTH
EDIREC
TIONANDMANAGEM
ENTOFMARKETINGACTIVITIES
38
Mis
sion
stat
emen
ts
Pea
rcean
dDavid
(198
7)su
gges
ted
that
am
issi
onst
atem
ent
shou
ldin
corp
orat
eth
efo
llow
ing:
nC
usto
mer
s–
the
targ
etm
arke
t
nPr
oduc
ts/s
ervi
ces
–of
fers
and
valu
epr
ovid
edto
the
cust
omer
s
nG
eogr
aphi
cm
arke
ts–
whe
reth
efo
rmse
eks
cust
omer
s
nTe
chno
logy
–us
edto
prod
uce
and
mar
ket
prod
ucts
nC
once
rnfo
rpr
ofits
/gro
wth
/sur
viva
l–
bein
gfin
anci
ally
soun
d
nPh
iloso
phy
–va
lues
,et
hics
and
belie
fs
nPu
blic
imag
e–
inre
latio
nto
the
cont
ribu
tion
mad
eto
com
mun
ities
nEm
ploy
ees
–im
port
ance
ofm
anag
ers
and
empl
oyee
s
nD
istin
ctiv
eC
ompe
tenc
e–
how
isth
efir
mbe
tter
ordi
ffer
ent
com
pare
dto
itsco
mpe
titor
s
STR
ATEGIC
MARKETINGIN
PRACTICE
39
The
lear
ning
orga
niza
tion
and
mar
ket-
base
dle
arni
ng
The
orga
niza
tion
can
lear
nin
two
way
s:
Sin
gle
loop
lear
ning
Res
ults
inth
eor
gani
zatio
nreacting
toch
ange
.C
hara
cter
istic
sin
clud
e:
nTe
nden
cyto
war
dsbu
reau
crat
icfu
ntio
nallt
yba
sed
syst
ems
nPa
tter
nsof
beha
viou
rin
resp
onse
topr
e-ag
reed
stim
uli
nLi
ttle
co-o
rdin
atio
nof
lear
ning
nLi
ttle
inve
stig
atio
nto
dete
rmin
eth
ere
ason
for
exte
rnal
chan
ge
nG
reat
erfo
cus
onth
esh
ort
term
Dou
ble
loop
lear
ning
Aff
ects
the
who
leor
gani
zatio
nra
ther
than
bein
gco
ntai
ned
with
infu
nctio
nal
area
s.In
volv
esm
ore
revo
lutio
nary
than
evol
utio
nary
chan
ges.
Cha
ract
eris
tics
incl
ude:
nW
illin
gnes
sto
ques
tion
long
held
assu
mpt
ions
nC
halle
ngin
gro
utin
gpr
actic
esan
dru
les
nIn
volv
espr
o-ac
tive
chan
ge
nA
bilit
yto
take
adva
ntag
eof
‘win
dow
sof
oppo
rtun
ity’
nU
nlea
rnin
gof
old
prac
tices
nD
evel
opm
ent
ofne
wan
dsu
stai
nabl
eco
reco
mpe
tenc
es
UNDER
STA
NDINGTH
EDIREC
TIONANDMANAGEM
ENTOFMARKETINGACTIVITIES
40
The
impa
ctof
doub
lean
dsi
ngle
loop
lear
ning
Tot
al im
pact
Par
tial i
mpa
ct
Impa
ct o
nbe
havi
ours
Impa
ct o
nco
gniti
onNat
ure
of th
eim
pact
Sin
gle-
loop
lear
ning
Dou
ble-
loop
lear
ning
Impa
ct o
n th
eor
gani
zatio
n
STR
ATEGIC
MARKETINGIN
PRACTICE
41
Sys
tem
and
lear
ning
Atr
uele
arni
ngor
gani
zatio
nw
illpl
ace
grea
tva
lue
onIn
form
atio
ntr
ansm
issi
onco
ntri
butin
gto
gene
rall
earn
ing.
This
requ
ires
Kno
wledg
eAcquisition
–C
onve
rtin
gda
tain
tokn
owle
dge
that
can
beun
ders
tood
and
assi
mila
ted
Inform
ationdistribu
tion
–D
istr
ibut
ing
info
rmat
ion
and
know
ledg
eth
roug
hout
the
orga
niza
tion
Inform
ationinterpretation
–U
nder
stan
ding
the
info
rmat
ion
and
inte
rpre
ting
itso
that
sens
ible
opin
ions
can
befo
rmed
Organ
izationa
lmem
ory–
Und
erst
andi
ngth
ene
wkn
owle
dge
and
embe
ddin
git
into
the
orga
niza
tion’
sm
emor
y
UNDER
STA
NDINGTH
EDIREC
TIONANDMANAGEM
ENTOFMARKETINGACTIVITIES
42
Mar
ket-
base
dle
arni
ng
Org
aniz
atio
nsne
edto
lear
nfr
omth
em
arke
tsth
atth
eyop
erat
ew
ithin
soth
atth
eor
gani
zatio
nal
mem
ory
cons
ists
ofm
arke
t-ba
sed
lear
ning
.
Diff
usio
n of
know
ledg
e in
the
orga
niza
tion
Ext
erna
l foc
usIn
tern
al fo
cus
Lead
ing
to:
Ant
icip
atio
n ra
ther
than
rea
ctio
nO
bser
vatio
n of
oth
ers
Und
erst
andi
ng o
bser
vabl
esC
reat
ing
stag
es o
f kno
wle
dge
deve
lopm
ent
Diff
icul
ties
Acc
eler
ated
cha
nges
in th
eco
mpl
exity
of m
arke
ts.
Exp
onen
tial g
row
th in
the
volu
me
of m
arke
t dat
a
Sha
red
orga
niza
tiona
las
sum
ptio
ns c
oher
ence
timel
ines
s
STR
ATEGIC
MARKETINGIN
PRACTICE
43
Rev
isio
ntip
s
nK
now
ledg
ean
dan
alys
isof
anu
mbe
rof
orga
niza
tions
will
enab
leyo
uto
iden
tify
how
know
ledg
em
anag
emen
tan
dsy
stem
sca
nen
able
orga
niza
tions
toco
mpe
teon
am
uch
high
erle
vel
nC
onsi
der
the
diff
eren
tm
anag
emen
tst
yles
and
cultu
reth
atar
eev
iden
tin
som
eof
the
orga
niza
tions
you
know
.C
ompa
reth
emw
ithth
eir
com
petit
ors
and
anal
yse
the
bene
fits/
disa
dvan
tage
sof
ara
nge
ofm
anag
emen
tst
yles
nC
ompi
lea
port
folio
ofar
ticle
sab
out
orga
niza
tions
span
ning
all
the
indu
stry
sect
ors.
Ana
lyse
thei
rco
reco
mpe
tenc
esan
dco
nsid
erw
hat
mea
sure
sth
eypu
tin
plac
eto
deliv
erth
ose
com
pete
nces
nIn
vest
igat
ea
rang
eof
seco
ndar
yda
tato
fully
unde
rsta
ndth
ew
ealth
ofin
form
atio
nth
atis
avai
labl
e
nEn
sure
that
you
are
fully
conv
ersa
ntw
ithm
arke
ting
rese
arch
tech
niqu
esto
enab
leyo
uto
reco
mm
end
thos
ere
quir
edw
ithin
agi
ven
case
stud
y
UNDER
STA
NDINGTH
EDIREC
TIONANDMANAGEM
ENTOFMARKETINGACTIVITIES
44
CONTE
MPORARYMARKET
ING
ISSUES
LEARNIN
GOUTCOMES
�A
sses
sth
ere
leva
nce
ofop
port
uniti
espr
esen
ted
byco
ntem
pora
rym
arke
ting
issu
esw
ithin
any
give
nsc
enar
ioin
clud
ing
inno
vatio
nin
mar
ketin
g
BACKGROUND
Stu
dent
sar
ere
quir
edto
gain
know
ledg
eon
anu
mbe
rof
envi
ronm
enta
lfa
ctor
sth
atco
llect
ivel
ypu
tpr
essu
reon
the
orga
niza
tion.
Thes
ein
clud
e
Sim
ilari
tyof
core
prod
ucts
:
nIn
crea
sing
cust
omer
awar
enes
sn
Inte
rnat
iona
ltr
ade/
glob
aliz
atio
n
nIn
crea
sed
mer
gers
,al
lianc
esan
dta
keov
ers
nIn
crea
sing
cust
omer
prot
ectio
nle
gisl
atio
nUnit4
STR
ATEGIC
MARKETINGIN
PRACTICE
45
Oth
erco
ntem
pora
rym
arke
ting
issu
es
nR
elat
ions
hip
mar
ketin
g
nK
eyac
coun
tm
anag
emen
t
nS
usta
inab
ility
inm
arke
ting
nC
orpo
rate
iden
tity
Rel
atio
nshi
pm
arke
ting
Mar
ketin
gis
toes
tabl
ish,
mai
ntai
nan
den
hanc
ere
latio
nshi
psw
ithcu
stom
ers
and
othe
rpa
rtne
rsat
apr
ofit,
soth
atth
eob
ject
ives
ofbo
thpa
rtie
sar
em
et.
This
isac
hiev
edby
am
utua
lex
chan
gean
dfu
lfilm
ent
ofpr
omis
es(G
ronr
oos,
1994
).
CONTEMPORARYMARKETINGISSUES
46
Rel
atio
nshi
pm
arke
ting
‘Influ
ence
mar
kets
’
Inte
rnal
Mar
kets
Cus
tom
er m
arke
ts
Em
ploy
ee(r
ecru
itmen
t)m
arke
ts
Sup
plie
rm
arke
ts
Ref
erra
lm
arke
ts
Sou
rce:
Chr
isto
pher
etal
.(2
000)
RelationshipMarketing:
Bring
ingQuality,
Customer
Service
andMarketingTo
gether
,
Oxf
ord:
But
terw
orth
-Hei
nem
ann,
p.21
.
STR
ATEGIC
MARKETINGIN
PRACTICE
47
Esse
ntia
lch
arac
teri
stic
s
nLo
ng-term
orientation
–cl
osin
gth
elo
opbe
twee
nge
ttin
gcu
stom
ers
and
keep
ing
them
nAbility
tocommun
icatean
dachieve
mutua
llybe
neficial
objectives
–re
quir
esa
proa
ctiv
eap
proa
chw
ithon
-goi
ngtw
o-w
ayco
mm
unic
atio
n
nFu
lfilmen
tof
prom
ises
byall
concerne
d–
long
-ter
mre
latio
nshi
psre
quir
ein
vest
men
tin
time,
reso
urce
s,bo
ndin
gan
dex
clus
ion
ofot
hers
.R
elat
ions
hip
need
sto
beba
lanc
ed
Mis
conc
eptio
nsab
out
rela
tions
hip
mar
ketin
g
nPu
ttin
ga
cust
omer
’sna
me
ona
lett
erdo
esno
tco
nstit
ute
are
latio
nshi
p
nR
elat
ions
hips
are
not
base
don
conv
enie
nce
but
avo
lunt
ary
patr
onag
ew
here
othe
rch
oice
sex
ist
nIt
isa
philo
soph
yth
atre
quir
esem
brac
ing,
not
just
anad
don
serv
ice
nEv
eryo
nesh
ould
bedo
ing
it–
rela
tions
hip
mar
ketin
gis
not
suita
ble
for
all.
nR
estr
icte
dto
cust
omer
s–
rela
tions
hips
with
othe
rst
akeh
olde
rsar
eju
stas
impo
rtan
t
CONTEMPORARYMARKETINGISSUES
48
Com
mitm
ent
and
trus
t–
Litt
lean
dM
aran
di
The
exte
ntof
rela
tions
hip
mar
ketin
g
Kee
ping
of
prom
ises
Cus
tom
eror
ient
atio
nIm
age/
repu
tatio
n
Con
fiden
tial
info
rmat
ion
shar
ing
Avo
idan
ceof
oppo
rtun
istic
beha
viou
r
Sha
red
pow
erV
alue
dre
latio
nshi
p
Cus
tom
erca
re a
ndre
cove
ry
Tru
stan
dco
mm
itmen
t
Sou
rce:
Litt
lean
dM
aran
di(2
003)
.
STR
ATEGIC
MARKETINGIN
PRACTICE
49
Key
acco
unt
man
agem
ent
(KA
M)
Am
anife
stat
ion
ofre
latio
nshi
pm
arke
ting
inbu
sine
ss-t
o-bu
sine
ssm
arke
ts.
Theo
ryan
dpr
actic
eof
KA
Mis
narr
ower
insc
ope
rela
ting
clos
ely
toth
esa
les
func
tion.
Itis
also
know
nas
Nat
iona
lA
ccou
ntM
anag
emen
t(N
AM
).S
trat
egic
acco
unt
man
agem
ent
(SA
M)
and
acco
unt
man
agem
ent
(AM
)ar
ede
pend
ent
onin
dust
ry.
Req
uires:
nTh
eco
nsci
ous
sele
ctio
nof
acco
unts
nD
evel
opm
ent
and
mai
nten
ance
oflo
ng-t
erm
rela
tions
hips
nEs
tabl
ishm
ent
ofcr
oss
func
tiona
lpr
oces
ses
for
serv
icin
gac
coun
ts
Activitiesun
dertaken
(Hom
burg
etal
.,20
02):
nS
peci
alpr
icin
gn
Cus
tom
izat
ion
ofpr
oduc
tsan
dse
rvic
es
nD
evel
opm
ent
ofsp
ecia
lpr
oduc
ts/s
ervi
ces
nJo
int
co-o
rdin
atio
nof
wor
kflo
w
nIn
form
atio
nsh
arin
gn
Taki
ngov
ercu
stom
erbu
sine
sspr
oces
ses
CONTEMPORARYMARKETINGISSUES
50
The
Bow
tiest
ruct
ure
Boa
rdB
uyer
Key
acco
unt
man
ager
Boa
rdO
psA
dmin
.A
dmin
.O
ps
Sel
ling
com
pany
Buy
ing
com
pany
Sou
rce:
McD
onal
d,M
.(2
000)
‘Key
acco
unt
man
agem
ent
–a
dom
ain
revi
ew’,Th
eMarketingReview
,1,
15–
34,
Rep
rint
ed
with
perm
issi
onof
Wes
tbur
nPu
blis
hers
Ltd
STR
ATEGIC
MARKETINGIN
PRACTICE
51
Ben
efits
ofK
AM
Su
pp
lier
ben
efit
s
Incr
ease
d tu
rnov
erR
educ
ed c
osts
Incr
ease
d pr
ofita
bilit
y
Ris
k re
duct
ion
Sha
red
reso
urce
sIn
nova
tion
& le
arni
ngS
ocia
l rel
atio
ns
Cus
tom
ized
pro
duct
s/ s
ervi
ces
Pric
e re
duct
ion
Mu
tual
ben
efit
sB
uye
r b
enef
its
CONTEMPORARYMARKETINGISSUES
52
Cri
teri
afo
rse
lect
ing
key
acco
unts
Ther
eis
ane
edto
agre
eth
ese
lect
ion
crite
ria
toen
sure
both
part
ies
are
ente
ring
into
the
rela
tions
hip
with
sim
ilar
goal
s.C
rite
ria
incl
ude
nR
elat
ions
hip
hist
ory
nVo
lum
eof
busi
ness
nPr
ofita
bilit
y
nIn
ferr
edst
atus
nEa
se/d
iffic
ulty
ofre
plac
emen
t
nR
esou
rce
syne
rgie
s
nS
trat
egic
com
patib
ility
Whe
nch
oosi
nga
key
supp
lier
nPr
oduc
t/se
rvic
equ
ality
nEa
seof
doin
gbu
sine
ss
nC
alib
reof
staf
f
Act
iviti
esin
volv
edin
serv
icin
gke
yac
coun
ts
nQ
ualit
yIm
prov
emen
t
nC
usto
miz
atio
nto
clos
ely
mee
tne
eds
nC
onfli
ctre
solu
tion
and
prob
lem
solv
ing
inre
latio
nto
mai
ntai
ning
the
rela
tions
hip
nIn
form
atio
nsh
arin
g
nR
esou
rce
shar
ing
nC
omm
unic
atio
n–
freq
uent
two-
way
info
rmal
,bu
tal
way
sw
itha
purp
ose
STR
ATEGIC
MARKETINGIN
PRACTICE
53
Sus
tain
abili
ty
Max
imiz
ing
prof
itsan
dlo
okin
gfo
rsh
ort-
term
gain
sin
mar
ket
shar
em
aybe
inits
elf
harm
ful
togr
oups
ofst
akeh
olde
rssu
chas
empl
oyee
s,lo
cal
com
mun
ities
and
mos
tim
port
antly
the
plan
et.
Incr
easi
ngly
,th
epu
blic
feel
that
busi
ness
essh
ould
take
resp
onsi
bilit
yfo
ren
viro
nmen
tal
dam
age
infli
cted
onth
eea
rth
and
itspe
ople
.
How
ever
the
term
‘gre
enm
arke
ting’
has
man
ydi
ffer
ent
mea
ning
s.
EC
OLO
GIC
AL
PO
LIT
ICA
L
GR
EE
N
CO
RP
OR
ATE
AN
DS
OC
IAL
RE
SP
ON
SIV
EN
ES
S
FAIR
TR
AD
E
CO
NS
ER
VAT
ION
NO
T F
OR
PR
OF
IT
EC
O-C
ON
SC
IOU
SC
ON
SU
ME
RS
SU
STA
INA
BIL
ITY
EQ
UA
LIT
Y
HU
MA
NIT
AR
IAN
CONTEMPORARYMARKETINGISSUES
54
GR
EE
N M
AR
KE
TIN
G L
AYE
RS
Plan
etar
y im
pact
of p
ollu
tion
Loca
l pro
duct
ion
Inte
rnat
iona
l tra
ding
Inte
rnat
iona
l mar
ketin
g
Loca
l bra
ndin
g
Con
sum
er/
cons
umpt
ion
Loca
l pol
lutio
n
Loca
l eth
ical
issu
es
Loca
l env
ironm
enta
l deg
rada
tion
STR
ATEGIC
MARKETINGIN
PRACTICE
55
Life
cycl
ean
alys
is(L
CA
)
An
anal
ytic
alen
viro
nmen
tal
man
agem
ent
tool
has
been
deve
lope
dby
SPO
LD(1
995)
toga
inun
ders
tand
ing
ofen
viro
nmen
tal
impl
icat
ions
ofac
tions
we
take
.Th
isco
ncep
tpr
omot
esth
eco
nsid
erat
ion
ofcr
adle
-to-
grav
eim
plic
atio
ns.
Pro
duct
s an
d se
rvic
es w
ith a
mod
icum
of
resp
ect f
or th
e en
viro
nmen
t soc
ially
and
ethi
cally
not
con
cern
ed o
r ig
nora
nt
Inco
rpor
ates
rec
yclin
g po
licie
sun
ders
tand
s an
d re
spon
ds to
som
e as
pect
s of
eco
logi
cal e
ffici
ency
ethi
cal a
nd s
ocia
l iss
ues
low
on
the
agen
da
A fu
lly in
tegr
ated
tota
len
viro
nmen
t qua
lity
prog
ram
me
ethi
cal a
nd m
oral
issu
es a
ddre
ssed
recy
clin
g of
pro
duct
con
side
red
How
gre
en is
a c
ompa
ny?
Und
erst
ands
eco
logi
cal e
ffici
ency
and
inco
rpor
ates
this
into
pro
duct
sso
me
soci
al is
sues
add
ress
ed b
utsh
areh
olde
r re
turn
s ta
ke p
rece
denc
e
LIG
HT
GR
EE
ND
AR
K G
RE
EN
Mea
suri
ngth
egr
een
polic
yof
orga
niza
tions
.
Sou
rce:
Ran
chho
d(2
001)
.
CONTEMPORARYMARKETINGISSUES
56
Gre
enlif
ecy
cle
anal
ysis
SPO
LDgo
onto
dem
onst
rate
that
the
supp
lych
ain
orke
yst
akeh
olde
rsca
nnot
cont
inue
tolim
itth
eir
resp
onsi
bilit
ies
toth
e
phas
esof
the
life
cycl
eth
eyar
ein
volv
edin
.The
even
tual
recy
clin
gof
aco
mpo
nent
part
ofa
prod
uct
atth
een
dof
itslif
eis
the
resp
onsi
bilit
yof
the
orga
niza
tion
mak
ing
that
com
pone
nt.
Sal
es
Tim
e
Pro
duct
ince
ptio
n,ec
olog
ical
, eth
ical
prod
uctio
n sy
stem
sen
ergy
effi
cien
t pro
duct
s
Sal
es g
row
th a
nd fu
nds
allo
catio
n to
env
ironm
enta
llyfr
iend
ly R
&D
, inv
estm
ent i
nev
en m
ore
ethi
cal p
rodu
ctio
n Pro
duct
dea
th a
n dR
ecyc
ling
resp
onsi
bilit
ies
Sou
rce:
Ran
chho
d(2
001)
.
STR
ATEGIC
MARKETINGIN
PRACTICE
57
Ass
essi
nggr
een
cred
entia
ls
The
vir
tuou
s, s
usta
inab
le g
reen
circ
le fo
rpr
oduc
t man
agem
ent
Eth
ical
ly p
rodu
ced
low
pol
lutio
n le
vels
and
low
res
ourc
e us
age
Des
igne
d fo
r th
een
viro
nmen
t
Fut
ure
rede
sign
of p
rodu
cts
for
the
envi
ronm
ent
Rec
ycla
ble
low
pol
lutio
n/lo
w e
nerg
y us
age
for
conv
ersi
on to
oth
er p
rodu
cts
Effi
cien
t dur
ing
use
Low
pol
lutio
n/Lo
wen
ergy
usa
ge
Com
pany
and
em
ploy
ees
R&
DC
usto
mer
s
Was
te m
anag
emen
t and
com
pany
CONTEMPORARYMARKETINGISSUES
58
Sus
tain
abili
tyan
det
hica
lm
atri
x
The
sust
aina
bilit
yan
det
hica
lm
atri
xha
sbe
ende
velo
ped
byun
ders
tand
ing
ofva
riou
sac
adem
icw
ork
carr
ied
out
ongr
een
ethi
cali
ssue
s.A
nav
erag
esc
ore
inre
spon
seto
ase
ries
ofqu
estio
nsth
enal
low
sth
eor
gani
zatio
nto
‘plo
t’its
posi
tion
onth
em
atri
xbe
low
.C
ompa
riso
nw
ithco
mpe
titor
san
dm
ovem
ent
over
time
can
also
bem
easu
red.
Low
Low
Che
ap p
rodu
ctio
nsy
stem
s ex
ploi
tativ
eof
nat
ure
and
hum
ans
Ofte
n sm
all e
thic
alco
mpa
nies
who
may
not p
osse
ss th
e te
chni
cal k
now
-how
for
proc
ess
impr
ovem
ent
The
idea
l com
pany
–D
oes
it ex
ist?
Pro
duct
ion
base
d on
the
care
of t
heen
viro
nmen
t. H
uman
cost
s of
littl
e in
tere
st.
Sus
tain
abili
ty s
tren
gths
Med
ium
Ethical stance
Med
ium
Hig
h
Hig
h
020
4060
6040200
STR
ATEGIC
MARKETINGIN
PRACTICE
59
Gre
en M
anag
emen
t que
stio
ns
1.
Des
ign
for
the
envi
ronm
ent
2.
Ene
rgy
effic
ienc
y in
man
ufac
turin
g 3
. W
aste
in m
anuf
actu
ring
4.
Pol
lutio
n du
ring
man
ufac
turin
g 5
. R
ecyc
labi
lity
of p
acka
ging
6.
Life
span
of p
rodu
ct 7
. E
nerg
y ef
ficie
ncy
durin
g us
e 8
. R
ecyc
labi
lity
of p
rodu
ct 9
. To
tal q
ualit
y en
viro
nmen
tal m
anag
emen
t10
. S
earc
h fo
r ne
w g
reen
pro
duct
opp
ortu
nitie
s11
. U
se o
f pol
lutio
n co
ntro
l equ
ipm
ent
12.
Com
plia
nce
cons
ultin
g
Ver
ypo
orP
oor
Ade
quat
eG
ood
Ver
ygo
od
12
34
5
CONTEMPORARYMARKETINGISSUES
60
Eth
ical
con
side
ratio
ns
1.
Wor
king
con
ditio
ns 2
. S
taff
wel
fare
and
hea
lth c
are
3.
Lim
itatio
n of
exp
osur
e to
pol
luta
nts
4.
Sus
tain
abili
ty o
f ope
ratio
ns w
ithin
lo
cal e
colo
gy.
5.
Invo
lvem
ent o
f sta
keho
lder
s in
en
viro
nmen
tal i
ssue
s 6
. C
ontin
uous
pol
lutio
n m
onito
ring
7.
Man
agem
ent o
f the
end
of t
he
life
cycl
e w
ithou
t affe
ctin
g ot
hers
(p
reve
ntio
n of
dum
ping
in p
oor
area
) 8
. R
espe
ct fo
r fa
una
and
flora
9.
Ade
quat
e co
mpe
nsat
ion
to lo
cal s
uppl
iers
10.
Hon
esty
in a
dver
tisin
g11
. D
iscu
ssio
ns w
ith N
GO
s12
. E
nviro
nmen
t res
tora
tion
post
pro
duct
ion
12
34
5
STR
ATEGIC
MARKETINGIN
PRACTICE
61
The
gree
nsh
iftin
orga
niza
tions
Old
World
View
New
World
View
Con
tinuo
usun
brid
led
grow
thS
usta
inab
le,
gree
nec
onom
ics
Con
quer
natu
re,
reap
reso
urce
sB
ioph
ilia
(aff
inity
for
natu
re)
Envi
ronm
enta
lco
mpl
ianc
eEc
o-au
ditin
g
Mar
ketin
gto
fill
need
sM
arke
ting
tosu
stai
nlif
e
Mat
eria
lism
Pers
onal
ism
Indu
stri
alpr
oduc
tion
Indu
stri
alec
olog
y
Des
ign
for
obso
lesc
ence
,di
spos
alD
esig
nfo
ren
viro
nmen
t
Cos
tac
coun
ting
(pro
fit/lo
ssst
atem
ents
)Fu
llco
stac
coun
ting
Dep
artm
enta
lism
,re
duct
ioni
smH
olis
m
CONTEMPORARYMARKETINGISSUES
62
The
Gre
enco
nsum
erse
gmen
ts
As
defin
edby
Rop
erS
tarc
h(R
and
Cor
pora
tion,
2000
)in
the
Gre
enG
auge
repo
rt
True
-BlueGreen
s–11
%of
popu
latio
n.R
ecyc
lers
,com
post
ers,
lett
erw
rite
rsan
dvo
lunt
eers
ofth
ew
orld
.Go
out
ofth
eir
way
tobu
ygo
ods
and
serv
ices
with
envi
ronm
enta
llypr
efer
able
attr
ibut
es.
Green
back
Green
s–5%
–W
illco
ntri
bute
toen
viro
nmen
talo
rgan
izat
ions
and
pay
mor
efo
rgr
een
optio
nsbu
tw
illno
tch
ange
lifes
tyle
orho
usek
eepi
ngpr
actic
es.
Sprou
ts–33
%–
Car
eab
out
the
envi
ronm
ent
but
will
only
spen
dsl
ight
lym
ore
for
envi
ronm
enta
llyse
nsiti
vego
ods.
Grousers–18
%–
Peop
lew
hoca
reab
out
the
envi
ronm
ent
but
rega
rdit
asso
meo
neel
se’s
prob
lem
.D
on’t
seek
envi
ronm
enta
llyse
nsiti
vego
ods
orco
nsid
erlif
esty
lech
ange
s.
Basic
brow
ns–33
%–
Esse
ntia
llyun
conc
erne
dab
out
the
envi
ronm
ent.
STR
ATEGIC
MARKETINGIN
PRACTICE
63
Gre
enco
nsum
erbe
havi
our
Fac
tors
aff
ecti
ng
gre
en c
on
sum
er b
ehav
iou
r
Kno
wle
dge
and
unde
rsta
ndin
gof
env
ironm
enta
l iss
ues
Val
ues,
mot
ives
, des
ires
Em
otio
ns fe
elin
gs
Par
t of a
cou
nter
-cul
ture
?
Soc
io-d
emog
raph
ic p
rofil
eA
ge, g
ende
r, p
oliti
cal a
ffilia
tion,
etc.
Pee
r gr
oup
and
soci
al n
etw
ork
Life
styl
e ch
oice
Impa
ct o
f med
ia a
nd p
ress
ure
grou
p ca
mpa
igns
. Im
pact
of
cris
es s
uch
as B
SE
.
Cul
tura
l clim
ate,
influ
enci
ngit
and
influ
ence
d by
Eth
ical
, rel
igio
us, s
pirit
ual
dim
ensi
ons
GR
EE
N C
ON
SU
ME
RB
EH
AV
IOU
R
Sou
rce:
Ada
pted
from
Wag
ner
(200
1).
CONTEMPORARYMARKETINGISSUES
64
Gre
enm
arke
ting
stra
tegi
es
Inor
der
toga
ina
com
petit
ive
adva
ntag
e,or
gani
zatio
nsha
veto
dem
onst
rate
the
follo
win
gch
arac
teri
stic
s:
nO
ffer
ing
prod
ucts
that
addr
ess
ethi
cal,
mor
alan
dsu
stai
nabi
lity
issu
es
nPr
oduc
ing
good
sw
hich
are
both
com
mer
cial
lyvi
able
and
mee
tgr
een
cust
omer
need
s
nU
sing
som
epr
ofits
for
envi
ronm
enta
lan
dso
cial
impr
ovem
ent
atth
epr
oduc
tion
sour
ce
nS
egm
entin
gm
arke
tsef
fect
ivel
y,so
that
cons
umer
need
sar
eun
ders
tood
and
targ
eted
acco
rdin
gly
nC
omm
unic
atin
gho
nest
and
cred
ible
mes
sage
sto
all
stak
ehol
ders
nEn
suri
ngth
atth
etr
ansp
ort
and
logi
stic
ssy
stem
sem
ploy
edm
irro
rth
eor
gani
zatio
nal
gree
nan
det
hica
lst
ance
nD
evel
opin
ga
mar
ketin
gpe
rspe
ctiv
eon
the
crad
le-t
o-gr
ave
appr
oach
nO
ffer
ing
educ
atio
nal
mar
ketin
glit
erat
ure
whe
repr
oduc
tsar
eco
mpl
ex
nU
nder
stan
ding
futu
rene
eds
-m
onito
ring
tren
ds,
carr
ying
out
rese
arch
STR
ATEGIC
MARKETINGIN
PRACTICE
65
Cor
pora
teid
entit
y
The
conc
ept
ofC
orpo
rate
Iden
tity
isim
port
ant
for
the
sam
ere
ason
asre
latio
nshi
pm
arke
ting
and
bran
ding
–th
ein
crea
sed
com
petit
ion
inth
em
arke
tpla
cean
dth
ene
edto
diff
eren
tiate
.
The
incr
easi
ngim
port
ance
ofIn
tegr
ated
Mar
ketin
gco
mm
unic
atio
nsin
asso
ciat
ing
the
orga
niza
tion
with
valu
esth
atca
nbe
used
tobu
ildre
latio
nshi
psan
dde
velo
pa
corp
orat
epe
rson
ality
isal
soke
y.
Thre
eap
proa
ches
(Olin
s,19
95)
Graph
icDesignApp
roach–
The
orig
inal
notio
nof
corp
orat
eid
entit
ybe
ing
linke
dto
visu
alid
entit
y,w
here
visu
alcu
esar
eus
edto
iden
tify
and
dist
ingu
ish
anor
gani
zatio
nfr
omot
hers
.
Integrated
Com
mun
ications
App
roach–
Cor
pora
teid
entit
ybe
com
esa
mea
nsof
effe
ctiv
ely
com
mun
icat
ing
with
stak
ehol
ders
,w
hich
ofte
nbe
gin
with
the
mis
sion
stat
emen
tan
dpo
sitio
ning
ofth
eor
gani
zatio
n
Synthesis
App
roach–
Cor
pora
teid
entit
yis
crea
ted
thro
ugh
both
visu
alan
dbe
havi
oura
lst
rate
gies
and
invo
lves
anex
tern
aliz
atio
nof
anor
gani
zatio
n’s
uniq
uetr
aits
,ca
pabi
litie
san
dco
mpe
tenc
ies.
This
isa
mor
eho
listic
appr
oach
CONTEMPORARYMARKETINGISSUES
66
Cor
pora
teid
entit
y
Cor
pora
te c
omm
unic
atio
ns
Cor
pora
teid
entit
y
Com
mun
icat
ion
&vi
sual
iden
tity
Beh
avio
ur
Cor
pora
te c
ultu
re
Mar
ket c
ondi
tions
Arc
hite
ctur
e an
d lo
catio
n
Cor
pora
te v
isua
l ide
ntity
Cor
pora
te b
ehav
iour
Man
agem
ent b
ehav
iour
Em
ploy
ee b
ehav
iour
Nat
iona
lity
Nat
ure
of in
dust
ry
Cor
pora
te/m
arke
ting
stra
tegi
es
Unc
ontr
olla
ble
com
mun
icat
ions
Goa
ls, p
hilo
soph
ies
& p
rinci
ples
Org
aniz
atio
nal i
mag
ery
& h
isto
ry
STR
ATEGIC
MARKETINGIN
PRACTICE
67
Bra
ndin
g
Typicalde
finition
–Th
epr
oces
sus
edby
aco
mpa
nyto
dist
ingu
ish
itspr
oduc
tsfr
omth
ose
ofits
com
petit
ors
thro
ugh
assi
gnin
ga
nam
e,te
rm,
sign
,sy
mbo
l,pa
ckag
ing
and
desi
gn.
Inre
ality
,as
soci
atio
nsw
ithbr
ands
are
not
just
inre
latio
nto
ana
me
orsy
mbo
l.Th
eyal
sone
edto
satis
fyth
eem
otio
nal
and
psyc
holo
gica
lne
eds
ofth
ecu
stom
er.
Bra
nds
now
enab
lecu
stom
ers
tom
ake
lifes
tyle
stat
emen
ts.
Mar
ketin
gre
sear
chca
nen
able
deci
sion
-mak
ing
conc
erni
ng:
nW
hat
are
the
phys
ical
and
emot
iona
lbe
nefit
sto
buyi
nga
bran
d?
nIn
wha
tta
ngib
lew
ayis
bran
dA
bett
erth
anbr
and
B?
nW
hich
psyc
holo
gica
lne
eds
will
bran
dA
satis
fybe
tter
than
bran
dB
?H
oww
illit
doth
is?
nW
hat
are
they
core
valu
esof
the
bran
d?
nW
hat
are
the
bran
das
soci
atio
nslin
ked
toth
ebr
and,
e.g.
Cad
bury
/Pur
ple/
Her
itage
/Qua
lity?
nB
rand
Imag
e–
how
does
the
targ
etm
arke
tpe
rcei
veth
ebr
and
e.g.
tren
dy/d
owdy
?
nB
rand
Iden
tity
–m
essa
gese
ntby
the
owne
rto
the
stak
ehol
ders
,sh
ould
link
with
Imag
epe
rcep
tion
nB
rand
Pers
onal
ity–
char
acte
rof
the
bran
d,e.
g.Vo
lvo
–m
iddl
eag
ed
nB
rand
nam
es–
Sho
rt,
dist
inct
ive,
easy
topr
onou
nce
and
Glo
bal
CONTEMPORARYMARKETINGISSUES
68
Bra
ndin
gst
rate
gies
Individu
albran
ding
–di
ffer
ent
bran
dna
mes
for
diff
eren
tpr
oduc
ts,
enab
ling
itto
posi
tion
the
bran
ddi
ffer
ently
inea
chm
arke
t,e.
g.S
eiko
and
Puls
ar.E
xpen
sive
topr
omot
ebu
tea
chis
sepa
rate
from
thos
eot
hers
inth
eor
gani
zatio
n
Corpo
rate
bran
ding
–A
llow
sa
new
bran
dto
bene
fitvi
aco
rpor
ate
asso
ciat
ion,
but
failu
rem
ayda
mag
eth
atlo
ng-h
eld
repu
tatio
n
Multi-brand
ing
–In
divi
dual
diff
eren
tiatio
nof
bran
dsto
allo
wfo
rdi
ffer
ent
posi
tioni
ngw
ithon
efa
ilure
havi
nglit
tleef
fect
onot
her
bran
ds.
Expe
nsiv
eto
prom
ote
Ran
gebran
ding
–A
llpr
oduc
tsin
the
rang
eca
rry
the
sam
ebr
and
nam
ew
ithpr
omot
iona
lco
sts
spre
adac
ross
the
rang
e.Po
sitio
ning
cons
iste
ntac
ross
the
rang
ean
da
failu
reof
one
can
effe
ctot
hers
,e.
g.C
adbu
ryic
ecr
eam
san
ddr
inki
ngch
ocol
ate
Private
bran
ding
/ownlabe
lbran
ds–
ofte
nkn
own
assu
perm
arke
tbr
ands
.C
usto
miz
edpr
oduc
tm
anuf
actu
red
for
the
reta
iler
Gen
ericbran
ding
–re
fers
toa
prod
uct
cate
gory
rath
erth
ana
com
pany
nam
e.S
mal
ldiff
eren
tiatio
npo
ssib
le,
com
pete
onpr
ice.
Brand
licensing
–W
hen
anor
gani
zatio
ngr
ants
perm
issi
onto
anot
her
tous
eits
bran
dna
me
inre
turn
for
com
mis
sion
orfe
e,e.
g.C
AT
clot
hing
STR
ATEGIC
MARKETINGIN
PRACTICE
69
Bra
ndde
velo
pmen
tst
rate
gies
Extension/stretching
Usi
nga
succ
essf
ulbr
and
tola
unch
anot
her
ina
diff
eren
tpr
oduc
tca
tego
ry,
e.g.
Son
y–
mob
ileph
ones
Line
extension
New
item
sar
ead
ded
toa
prod
uct
line
unde
rth
esa
me
bran
dna
me,
e.g.
Kit
Kat
editi
ons
New
bran
dde
velopm
ent
Dev
elop
edfo
rex
istin
gor
new
mar
kets
toen
able
real
diff
eren
tiatio
n,e.
g.C
illit
Ban
g
Bra
ndre
vita
lizat
ion
Four
shap
es–Doyle
(199
8)
Develop
New
Markets
–w
hen
exis
ting
mar
kets
are
satu
rate
d,gr
owth
may
occu
rin
new
geog
raph
icm
arke
ts
EnterNew
Seg
men
ts–
prom
ote
the
bran
dto
new
segm
ents
orin
dust
ryse
ctor
s
Find
New
App
lication
s–
Can
revi
talis
etir
edol
dbr
ands
,e.
g.Lu
coza
deS
port
Increa
seBrand
Usage
Rate
–m
akin
git
easi
erto
use
orpr
omot
ing
bulk
purc
hase
,e.
g.B
OG
OF
CONTEMPORARYMARKETINGISSUES
70
Oth
erbr
andi
ngte
rms
Brand
Equity
–Va
lue
ofth
ebr
and
isde
pend
ent
on:
nLe
vel
ofbr
and
loya
lty
nN
ame
nA
war
enes
s
nPe
rcei
ved
qual
ity
nB
rand
asso
ciat
ions
nPa
tent
s
nTr
adem
arks
nC
hann
elre
latio
nshi
ps
nG
loba
lpr
esen
ce
Globa
lbran
ds
nM
arke
ted
acro
ssbo
unda
ries
with
little
chan
geto
the
mar
ketin
gm
ix
nC
anbe
diff
icul
tto
tran
slat
eth
eco
reva
lues
from
one
mar
ket
into
adi
ffer
ent
cultu
ral
mar
ket.
nC
ultu
ral
diff
eren
ces
can
resu
ltin
chan
ges
bein
gne
cess
ary
tom
arke
tth
ebr
ands
succ
essf
ully
STR
ATEGIC
MARKETINGIN
PRACTICE
71
Bra
ndpo
sitio
ning
Rel
ates
toth
ecu
rren
tpe
rcep
tion
ofth
ebr
and
inth
em
inds
ofth
eta
rget
cust
omer
segm
ent,
both
asa
bran
dan
din
rela
tion
toth
eco
mpe
titor
bran
dsin
the
mar
ket.
Posi
tioni
ngis
ofte
nin
rela
tion
toth
eas
sets
and
attr
ibut
esth
atar
eas
soci
ated
with
the
bran
d.
Re-
posi
tioni
ngca
nta
ketw
ofo
rms:
nR
eal
re-p
ositi
onin
g–
whe
nth
epr
oduc
tis
mod
ified
orup
date
d
nPs
ycho
logi
cal
re-p
ositi
onin
g–
whe
nbe
liefs
abou
tth
ebr
and
are
chan
ged
over
time
thro
ugh
the
use
ofad
vert
isin
gan
dco
mm
unic
atio
ns,
e.g.
Sko
daca
rs
Posi
tioni
ngw
ithin
am
arke
tse
ctor
isof
ten
dem
onst
rate
dus
ing
perc
eptu
al-p
ositi
onin
gm
aps.
CONTEMPORARYMARKETINGISSUES
72
Rev
isio
ntip
s
nA
llof
thes
eco
ntem
pora
rym
arke
ting
issu
esw
illne
edto
beco
nsid
ered
whe
nyo
uar
efo
rmul
atin
gst
rate
gies
for
your
case
stud
yor
gani
zatio
n.Ea
chw
illha
vea
diff
erin
gef
fect
upon
the
sele
cted
orga
niza
tion.
Onl
yth
ose,
whi
char
eim
port
ant,
will
need
tobe
part
ofyo
ursu
bmis
sion
.
nIt
may
also
beus
eful
toco
nsid
erth
est
ance
ofth
eco
mpe
titiv
eor
gani
zatio
nsin
rela
tion
toco
ntem
pora
rym
arke
ting
issu
esan
dde
term
ine
ifco
mpe
titiv
ead
vant
ages
coul
dor
have
been
gain
edon
the
basi
sof
thes
eis
sues
nTh
isis
not
anex
haus
tive
list.
Use
your
own
know
ledg
ean
dex
peri
ence
ofa
mar
ket
sect
orto
dete
rmin
ew
hat
othe
ris
sues
coul
dbe
rele
vant
toth
ech
osen
indu
stry
sect
or
nLo
okat
both
the
case
stud
yan
dex
amin
er’s
repo
rtfo
rD
ecem
ber
2004
for
abr
oade
rvi
ewon
cont
empo
rary
mar
ketin
gis
sues
–se
ew
ww
.cim
.co.
uk
STR
ATEGIC
MARKETINGIN
PRACTICE
73
EFFE
CTIVECUSTO
MER
ORIENTA
TION
LEARNIN
GOUTCOMES
This
chap
ter
will
build
onth
eco
ncep
tof
rela
tions
hip
mar
ketin
gw
ithin
the
cust
omer
cont
ext
asal
read
ydi
scus
sed
inth
epr
evio
usch
apte
r.It
disc
usse
s:
�M
arke
tor
ient
atio
nan
dcu
stom
eror
ient
atio
n�
Det
ails
offin
anci
alan
alys
isan
dm
arke
ting
met
rics
asco
ntro
lm
echa
nism
s�
Dis
cuss
ion
and
form
ulat
ion
ofco
ntin
genc
ypl
ans
KEY
DEFIN
ITIO
NS
Mar
ket
orie
ntat
ion
isth
esu
mof
the
spec
ific
activ
ities
,w
hich
tran
slat
eth
eph
iloso
phy
ofm
arke
ting
into
real
ity.
Cus
tom
eror
ient
atio
nin
volv
esun
ders
tand
ing
ofcu
stom
ers
wel
len
ough
tocr
eate
supe
rior
valu
efo
rth
emco
ntin
uous
ly.
Inte
r-fu
nctio
nal
co-o
rdin
atio
nin
volv
esth
eco
mpa
nyus
ing
all
itsre
sour
ces
and
depa
rtm
ents
tocr
eate
valu
efo
rits
targ
etcu
stom
ers.
Unit5
Mar
ketin
gor
ient
atio
nco
nstr
ucts
Inform
ationge
neration
Of
cust
omer
,m
arke
tan
dco
mpe
titor
rela
ted
info
rmat
ion
asa
resu
ltof
the
com
pany
’sin
telli
-ge
nce
gath
erin
gac
tiviti
es.
The
info
rmat
ion
isei
ther
from
inte
rnal
orex
tern
also
urce
s.
Inform
ationdissem
ination
Dis
sem
inat
ion
ofin
form
atio
nob
tain
edto
the
indi
vidu
als
oper
atin
gw
ithin
the
orga
niza
tion.
Ifin
form
atio
ndi
ssem
inat
ion
ispo
or,
itis
diff
icul
tfo
rth
eco
mpa
nyto
deve
lop
the
corr
ect
stra
tegy
for
agi
ven
mar
ket
ora
cust
omer
grou
p
Implem
entation
andrespon
se
Aco
mpa
nyne
eds
toac
ton
the
info
rmat
ion
rece
ived
,in
acl
ear
and
prec
ise
man
ner.
The
type
ofin
form
atio
nga
ther
edan
dth
esp
eed
ofdi
ssem
inat
ion
play
anim
port
ant
role
onth
eor
gani
zatio
n’s
abili
tyto
dete
rmin
ean
dim
plem
ent
stra
tegi
esef
fect
ivel
y.
STR
ATEGIC
MARKETINGIN
PRACTICE
75
Com
pone
nts
ofm
arke
ting
orie
ntat
ion
Inte
r-fu
nctio
nal c
oord
inat
ion
Pro
fit o
rgan
izat
ion
Cus
tom
er o
rient
atio
nC
ompe
titor
orie
ntat
ion
Suc
cess
fact
ors
Sou
rce:
Aft
erD
eng
and
Dar
t(1
994)
.
EFFECTIVECUSTO
MER
ORIENTA
TION
76
Cus
tom
er-c
entr
icm
arke
ting
Inor
der
tobe
cust
omer
-cen
tric
,m
arke
ters
need
tobe
able
toas
sess
each
cust
omer
indi
vidu
ally
and
satis
fyth
eir
need
sdi
rect
lyor
thro
ugh
ath
ird
part
y.
Per
spec
tive
Mas
sm
arke
tLa
rge
segm
ents
Nic
hese
gmen
tsS
ingl
ecu
stom
ers
Pro
duct
orie
ntat
ion
Mar
ket
orie
ntat
ion
Cus
tom
eror
ient
atio
n
Pro
duct
orga
niza
tion
Mar
ket
orga
niza
tion
Cus
tom
eror
gani
zatio
n
Orie
ntat
ion
Org
aniz
atio
n
Gro
wth
ofcu
stom
er-c
entr
icm
arke
ting
Sou
rce:
She
thet
al.
(200
0).
STR
ATEGIC
MARKETINGIN
PRACTICE
77
Cus
tom
eran
alys
is
Oft
enst
arts
with
asse
ssin
gth
ecu
stom
er’s
prof
itabi
lity
onth
eba
sis
ofC
usto
mer
Life
time
Valu
e(C
LV),
whi
chis
aco
ntro
vers
ial
conc
ept
amon
gst
mar
ketin
gth
eori
sts.
The
mea
sure
men
tof
CLV
need
sto
take
into
acco
unt
the
tota
lfin
anci
alco
ntri
butio
n(r
even
ues�
cost
s)of
acu
stom
erov
erth
eir
entir
elif
eof
abu
sine
ssre
latio
nshi
pw
ithth
eco
mpa
ny.
1. R
ecur
ring
re
venu
es
2. R
ecur
ring
co
sts
3. N
et
mar
gin
4. L
ifesp
an o
f
a cu
stom
er
5. C
umul
ated
m
argi
n
6. A
cqui
sitio
n
cost
s
7. C
usto
mer
lif
etim
e
valu
e
Sev
en-s
tep
proc
ess
tom
easu
recu
stom
erva
lue.
EFFECTIVECUSTO
MER
ORIENTA
TION
78
Def
inin
ga
cust
omer
unit
Taki
ngth
eta
ble
abov
eby
com
bini
ngth
ech
arac
teri
stic
s,it
ispo
ssib
leto
see
that
:
An
orga
niza
tion
with
aS
MA
LLnu
mbe
rof
cust
omer
s,w
hich
mak
ea
SM
ALL
num
ber
oftr
ansa
ctio
nsth
atre
quir
ea
HIG
Hle
vel
ofco
mpa
ny–
cust
omer
invo
lvem
ent
wou
ldde
fine
the
cust
omer
unit
asa
SIN
GLE
cust
omer
oran
orga
niza
tion.
An
orga
niza
tion
with
aLA
RG
Enu
mbe
rof
cust
omer
sm
akin
ga
LAR
GE
amou
ntof
tran
sact
ions
wou
ldre
quir
ea
LOW
leve
lof
invo
lvem
ent,
mig
htfin
dit
mor
eap
prop
riat
eto
aggr
egat
eth
ein
divi
dual
cust
omer
sin
tose
gmen
tsw
ithho
mog
enou
spr
ofile
san
dbe
havi
our.
This
type
ofse
gmen
tatio
nhe
lps
the
orga
niza
tion
tobe
mor
ecu
stom
er-f
ocus
edin
ase
nsib
le,
prof
itabl
em
anne
r.
Num
berof
custom
ers
Num
berof
tran
sactions
Levelof
involvem
ent
Larg
eLa
rge
Hig
h
Med
ium
Med
ium
Med
ium
Sm
all
Sm
all
Low
STR
ATEGIC
MARKETINGIN
PRACTICE
79
Seg
men
tatio
nan
dsa
tisfa
ctio
n
Res
earc
h
Cus
tom
er s
egm
enta
tion
Tar
gete
d cu
stom
er s
egm
ent 1
Tar
gete
d cu
stom
er s
egm
ent 2
Tar
gete
d cu
stom
er s
egm
ent 3
Mar
ketin
g m
ix s
trat
egy
1M
arke
ting
mix
str
ateg
y 2
Mar
ketin
g m
ix s
trat
egy
3
Sat
isfa
ctio
n m
easu
rem
ent (
segm
ent s
peci
fic)
Com
pany
’s o
ffer
vs c
ompe
titor
s’ o
ffer
Rel
atio
n be
twee
n sa
tisfa
ctio
n, c
osts
and
rev
enue
sS
ourc
es o
f sat
isfa
ctio
n/di
ssat
isfa
ctio
n an
d th
e le
vel
of im
port
ance
allo
cate
d to
them
EFFECTIVECUSTO
MER
ORIENTA
TION
80
Bas
isfo
rse
gmen
tatio
nA
nyba
sis
used
mus
tbe
:
nM
easu
rabl
e
nS
ubst
antia
l
nA
cces
sibl
e
Con
sumer
bases
Indu
strial
bases
Dem
ogra
phic
sIn
dust
ryty
pe
Soc
ioec
onom
icS
ize
ofth
eor
gani
zatio
n
Geo
grap
hic
Geo
grap
hic
Pers
onal
ityan
dlif
esty
leU
ser
stat
us
Freq
uenc
yof
use
Usa
gera
te
Ben
efits
soug
htB
enef
itsso
ught
STR
ATEGIC
MARKETINGIN
PRACTICE
81
Fina
ncia
lan
alys
is
Todi
ssem
inat
ein
form
atio
nto
shar
ehol
ders
and
stak
ehol
ders
’co
mpa
nies
prod
uce
annu
alac
coun
tsex
plai
ning
finan
cial
flow
s,pr
ofits
and
loss
esan
dba
lanc
esh
eets
.In
ara
tiofo
rm,
thes
em
easu
res
are
usef
ulto
inte
rpre
tfin
anci
alst
atem
ents
ofth
eor
gani
zatio
nan
dth
eir
com
petit
ors,
and
can
behe
lpfu
lin
iden
tifyi
ngth
etr
ends
and
high
light
ing
thei
rst
reng
ths
and
wea
knes
ses
over
time.
Thes
efa
llin
toth
efo
llow
ing
five
basi
cca
tego
ries
:
nPr
ofita
bilit
yra
tios
nLi
quid
ityra
tios
nA
sset
utili
zatio
nra
tios
nC
apita
lst
ruct
ure
ratio
s
nIn
vest
orra
tios
Prof
itabi
lity
ratio
s
Gro
sspr
ofit¼
Sal
esre
venu
e�
Cos
tof
good
sso
ld
Sal
esre
venu
e
Net
prof
itm
argi
n¼
Net
inco
me
Sal
esre
venu
e
RO
CE¼
Prof
itbe
fore
inco
me
tax
Cur
rent
asse
ts�
curr
ent
liabi
litie
s
EFFECTIVECUSTO
MER
ORIENTA
TION
82
Liqu
idity
ratio
s
Cur
rent
ratio
¼C
urre
ntas
sets
Cur
rent
liabi
litie
s
Qui
ckra
tio¼
Tota
las
sets
Tota
llia
bilit
ies
Inve
ntor
yto
net
wor
king
capi
tal
¼In
vent
ory
Cur
rent
asse
ts�
curr
ent
liabi
litie
s
Ass
etut
iliza
tion
ratio
s
Ref
lect
the
effic
ienc
yw
ithw
hich
the
orga
niza
tion
deal
inth
em
arke
tpla
ce
Ret
urn
onto
tal
asse
ts¼
Net
inco
me
Tota
lA
sset
s
Inve
ntor
ytu
rnov
er¼
Sal
es
Inve
ntor
y
Fixe
das
set
turn
over
¼S
ales
Fixe
das
sets
Ave
rage
colle
ctio
npe
riod
¼A
ccou
nts
rece
ivab
le
Ave
rage
daily
sale
s
STR
ATEGIC
MARKETINGIN
PRACTICE
83
Cap
ital
stru
ctur
era
tios
Deb
tto
asse
tsra
tio¼
Tota
lde
bt
Tota
las
sets
Deb
tto
equi
tyra
tio¼
Tota
lde
bt
Tota
leq
uity
Long
term
debt
/equ
ityra
tio¼
Long
-ter
mde
bt
Tota
leq
uity
Profitratios
–M
easu
reth
eor
gani
zatio
n’s
tota
lef
fect
iven
ess
inge
nera
ting
prof
itsfr
omth
eav
aila
ble
reso
urce
s.It
isus
eful
toco
mpa
rew
ithco
mpe
titor
s,an
dov
ertim
eto
indi
cate
ifth
eor
gani
zatio
nis
impr
ovin
gits
perf
orm
ance
.
Liqu
idityratios
–R
efer
toth
ere
ady
cash
that
isav
aila
ble
toan
orga
niza
tion
for
itsim
med
iate
use.
The
low
erth
eliq
uidi
ty,
the
grea
ter
isth
eda
nger
ofno
tbe
ing
able
tom
eet
the
cash
com
mitm
ents
.
Asset
utilizationratios
–R
efle
ctth
eef
ficie
ncy
with
whi
chth
eor
gani
zatio
nde
als
inth
em
arke
t-pl
ace
inte
rms
ofco
stin
curr
edto
faci
litat
esa
les.
Cap
ital
structureratios
–A
rea
mea
sure
ofth
eam
ount
ofde
btan
orga
niza
tion
hold
s.If
inve
stm
ent
isre
quir
ed,
bank
sw
illlo
okfo
ra
low
erfig
ure
befo
relo
anin
gca
pita
lfo
rth
eir
grow
th.
EFFECTIVECUSTO
MER
ORIENTA
TION
84
Mar
ketin
gm
etri
cs
Mar
ketin
gm
etri
csha
vebe
com
ea
poin
tof
seri
ous
cons
ider
atio
nfo
ror
gani
zatio
nslo
okin
gfo
rth
ebe
stw
ayto
mea
sure
perf
orm
ance
.Hav
ing
stan
dard
met
rics
for
allo
rgan
izat
ions
isdi
ffic
ult,
soor
gani
zatio
nsne
edto
asse
ssth
em
ost
valid
mod
elfo
rth
eir
spec
ific
mar
ket
sect
or.
Cri
teri
afo
rch
oosi
ngsu
itabl
em
etri
cs
Sui
tabi
lity
nIn
dust
ryse
ctor
/For
m
nO
rien
tatio
nof
the
orga
niza
tion
nLe
vel
ofte
chno
logi
cal
mea
sure
men
tpo
ssib
le
nVi
sion
san
dva
lues
ofth
eor
gani
zatio
n
nA
bilit
yto
asse
sstr
ends
over
time
nA
bilit
yto
benc
hmar
kve
rsus
com
petit
ion
Feas
ibili
ty
Doe
sth
eor
gani
zatio
nha
veth
ere
sour
ces
inte
rms
ofsy
stem
s,in
form
atio
nan
dsk
ills
tom
easu
reth
ese
chos
enm
etri
cs?
Wha
tis
the
cost
ofm
easu
rem
ent,
wha
tar
eth
ebe
nefit
s?
Acc
epta
bilit
y
Are
they
acce
ptab
leto
stak
ehol
der?
Are
they
mea
suri
ngth
eco
rrec
tis
sues
inre
latio
nto
the
orga
niza
tion’
sst
ated
dire
ctio
n?A
reth
ere
sults
tang
ible
and
usef
ul?
STR
ATEGIC
MARKETINGIN
PRACTICE
85
Afr
amew
ork
for
mar
ketin
gm
etri
cs Str
ateg
ic v
isio
n
Ass
essm
ent o
f su
itab
ility
of m
easu
res
to b
ead
opte
d
Acc
epta
bili
ty•
To
the
vario
us
mar
ketin
g ar
eas
❋
Sha
reho
lder
acc
epta
bilit
y
Fea
sib
ility
Can
the
chos
en m
easu
ring
activ
ities
be u
sed/
initi
ated
?
Sel
ectio
n of
app
ropr
iate
mea
sure
s
Sou
rce:
Ran
chho
d(2
004)
.
EFFECTIVECUSTO
MER
ORIENTA
TION
86
Marketda
taMarketsize
Markettren
d
Rel
ativ
em
arke
t
perf
orm
ance
�U
nit
volu
me
tren
d�
Rel
ativ
epr
ice
leve
lsan
dtr
ends
�M
arke
tsh
are
(vol
ume)
�S
ales
bym
ajor
bran
d(v
alue
)
�M
arke
tsh
are
bym
ixby
maj
or
mar
ket
segm
ent
(val
ue)
�M
ajor
bran
dtr
ends
(val
ue)
�C
hann
el(v
alue
)
Cus
tom
erpe
rfor
man
ce�
Num
ber
ofcu
stom
ers
�C
usto
mer
serv
ice
leve
ls
�C
usto
mer
loya
lty�
Cus
tom
ersa
tisfa
ctio
n
�C
usto
mer
com
plai
nts
�C
onsu
mpt
ion
per
capi
ta(v
alue
)
�R
elat
ive
qual
ity
�R
elat
ive
valu
e
�W
ould
reco
mm
end
com
pany
or
bran
dsto
frie
nd
Inno
vatio
n�
Act
ivity
cale
ndar
(pas
tye
ar)
�N
ewpr
oduc
t/se
rvic
ere
view
�S
tate
men
tof
futu
reop
port
uniti
es
and
obje
ctiv
es
�N
ewpr
oduc
ts/s
ervi
ces
laun
ched
inpa
st�
Part
ners
hip,
acqu
isiti
ons,
licen
ces
5ye
ars
as%
ofth
isye
ar’s
sale
s
Effic
ienc
y�
Cap
acity
utili
zatio
n�
Aw
ards
�R
&D
prod
uctiv
ity
(con
tinue
d)
STR
ATEGIC
MARKETINGIN
PRACTICE
87
Marketda
taMarketsize
Markettren
d
Peop
lean
d
com
pete
ncy
�%
empl
oyee
turn
over
�Tr
aini
ngac
tiviti
es,
and
trai
ning
spen
d
�%
empl
oyee
spa
rtic
ipat
ing
in
shar
epu
rcha
seor
prof
it-sh
arin
g
�S
pend
as%
ofsa
les
�Em
ploy
eesa
tisfa
ctio
n
�In
telle
ctua
lpr
oper
ty
Inve
stm
ent
�R
&D
prio
ritie
san
dsp
end
as%
ofsa
les
�To
tal
mar
ketin
gsp
end
as%
ofsa
les
�C
apita
lex
pend
iture
activ
ityan
d
spen
das
%of
sale
s
�Te
chni
cal
supp
ort
tocu
stom
ers
�A
dver
tisin
gsp
end
as%
ofsa
les
Bra
ndin
g�
Pref
eren
ce�
Aw
aren
ess
�Pu
rcha
sein
tent
�Im
age
�B
rand
valu
e�
Perc
eive
ddi
ffer
entia
l
�B
rand
stre
ngth
�B
rand
posi
tioni
ng
Dis
trib
utio
n�
Leve
l�
Cha
nnel
mix
�Tr
end
�C
hann
eltr
end
EFFECTIVECUSTO
MER
ORIENTA
TION
88
Cor
pora
te G
oal
Tier
1
Tier
2
Tier
3
Max
imiz
e co
mpa
ny p
rofit
s
Mea
sure
and
opt
imiz
e R
OI f
or th
e co
mbi
natio
n of
all
mar
ketin
g in
vest
men
ts
Mea
sure
and
opt
imiz
e th
e co
mbi
natio
n of
:* C
usto
mer
life
time
valu
es* T
otal
num
ber o
f cus
tom
ers
* Mar
ketin
g ex
pens
e
Mea
sure
s an
d op
timiz
e• C
onve
rsio
n ra
te• R
eten
tion
rate
• Ref
erra
l rat
eM
easu
res
and
optim
ize
• Ini
tial s
ale
prof
it• N
PV o
f fut
ure
prof
its• S
hare
and
gro
wth
of c
usto
mer
Mea
sure
and
opt
imiz
e• C
osts
per
sal
e
Mea
sure
and
man
age
• Aw
aren
ess
• Bra
nd im
age
Mea
sure
and
man
age
• Cus
tom
er s
atis
fact
ion
• Rev
enue
per
sal
e
* Con
tact
rate
* Res
pons
e ra
tes
* Lea
ds g
ener
ated
* Clic
k-th
roug
h ra
tes
* Web
site
vis
its* L
engt
h of
vis
it
Mea
sure
and
man
age
• Cos
t per
clic
k-th
orou
gh• C
ost p
er im
pres
sion
To m
axim
ize
com
pany
pro
fits
To m
axim
ize
mar
ketin
g R
OI
To m
axim
ize
CLV
To m
axim
ize
num
ber o
f Cus
tom
ers
To tr
ack
perfo
rman
ce re
late
d to
sal
esTo
trac
k pe
rform
ance
rela
ted
to v
alue
Oth
er p
re-s
ale
perfo
rman
ce in
dica
tors
to g
uide
stra
tegi
c de
cisi
ons
To tr
ack
perfo
rman
ce re
late
d to
exp
ense
To m
inim
ize
mar
ketin
g ex
pens
e
STR
ATEGIC
MARKETINGIN
PRACTICE
89
Con
tinge
ncy
plan
ning
Inin
crea
sing
lyun
cert
ain
and
risk
yen
viro
nmen
ts,
the
need
for
cont
inge
ncy
plan
ning
beco
mes
impo
rtan
t.M
ost
orga
niza
tions
dono
tse
tbu
dget
sas
ide
for
thes
eis
sues
,an
dar
eth
eref
ore
cons
trai
ned
inac
ting
effe
ctiv
ely
shou
lda
situ
atio
nar
ise.
Con
tinge
ncie
sar
ere
quir
edw
hen:
nS
uppl
ych
ain
cost
sri
se
nS
hare
ofVo
ice
falls
nPr
ice
pres
sure
incr
ease
sre
sulti
ngfr
omco
mpe
titor
activ
ity
nVa
riat
ions
inpr
oduc
tqu
ality
/pro
duct
reca
lloc
curs
nG
ood
orad
vers
ePR
occu
rs
nC
hang
esin
tech
nolo
gyre
sult
inpr
oduc
tsbe
com
ing
obso
lete
nIn
tern
alpr
oduc
tion
prob
lem
sar
ise
nEx
tern
alfa
ctor
sch
ange
,e.
g.ec
onom
ic/le
gal
fact
ors
EFFECTIVECUSTO
MER
ORIENTA
TION
90
Con
tinge
ncy
plan
ning Str
ateg
ies
Res
ults
Con
trol
met
rics
Var
ianc
esC
ontin
genc
ies
Fee
dbac
k
STR
ATEGIC
MARKETINGIN
PRACTICE
91
Rev
isio
ntip
s
nA
gain
,it
isim
port
ant
toha
vea
deta
iled
know
ledg
eof
all
indu
stry
sect
ors
and
size
s,in
orde
rto
beab
leto
deve
lop
the
corr
ect
stra
tegi
esfo
rth
eor
gani
zatio
n.Ev
ery
orga
niza
tion
has
itsow
nke
yis
sues
that
itne
eds
tota
kein
toac
coun
t.Th
eca
sest
udy
orga
niza
tion(
s)w
illbe
nodi
ffer
ent
nIt
isal
sone
cess
ary
tocr
itica
llyev
alua
teso
me
mod
els
and
met
rics
toen
able
you
toju
stify
disr
egar
ding
them
with
inyo
uran
alys
is.
Six
page
sis
not
enou
ghto
cove
ral
lth
em
arke
ting
mod
els
avai
labl
eto
you.
Your
answ
ers
are
asse
ssed
onth
esu
itabi
lity
ofth
em
odel
san
dth
em
etri
csus
ed
nTh
ele
velo
fco
ntin
genc
ypl
anni
ngis
also
depe
nden
ton
the
sect
orof
the
indu
stry
the
case
stud
yor
gani
zatio
nem
anat
esfr
om.
Air
line
indu
stri
esar
em
ore
likel
yto
have
ade
taile
dpl
anin
plac
e,w
hen
com
pare
dto
aw
ool
supp
lier
nK
now
ledg
eof
allt
hefin
anci
alm
etri
csth
atar
eco
vere
din
allp
ost-
grad
uate
dipl
oma
mod
ules
isre
quir
ed.Y
oum
ayfin
dth
eeq
uatio
nsw
orde
dsl
ight
lydi
ffer
ently
–re
vise
and
rem
embe
rth
ose
that
mak
eth
em
ost
sens
eto
you.
Ther
eis
also
assu
med
know
ledg
eon
term
ssu
chas
fixed
and
vari
able
cost
s,br
eake
ven
and
cont
ribu
tion
–th
ese
are
ofte
nus
eful
inan
alys
is–
mak
esu
reyo
uar
efa
mili
arw
ithth
em
EFFECTIVECUSTO
MER
ORIENTA
TION
92
THEEX
AMINATION
LEARNIN
GOUTCOMES
Pulli
ngev
eryt
hing
toge
ther
�H
owto
anal
yse
case
stud
ies
and
form
ulat
ego
odan
alys
esin
line
with
the
requ
irem
ents
ofS
MiP
?�
How
toap
ply
and
use
anal
yses
inth
ecl
osed
book
exam
inat
ion?
�W
hat
the
exam
iner
sar
elo
okin
gfo
r?
BACKGROUND
The
case
stud
yis
base
don
real
orga
niza
tions
and
cand
idat
esar
eex
pect
edto
criti
cally
anal
yse
them
usin
ga
rang
eof
tech
niqu
esin
prep
arat
ion
for
the
exam
.Th
isis
why
the
case
stud
yis
sent
tost
uden
tsfo
urw
eeks
befo
reth
eex
am.
Can
dida
tes
are
expe
cted
tode
mon
stra
teth
eir
unde
rpin
ning
know
ledg
efr
omal
lpo
st-
grad
uate
mod
ules
with
inth
ean
alys
isan
dex
amin
atio
n.It
isim
port
ant
that
crea
tive
flair
and
inno
vatio
nin
appr
oach
isde
mon
stra
ted.
An
unde
rsta
ndin
gan
dap
plic
atio
nof
rele
vant
cont
empo
rary
issu
esis
also
requ
ired
.
Unit6
STR
ATEGIC
MARKETINGIN
PRACTICE
93
Ski
llsre
quir
edfo
rpr
epar
ing
for
the
SM
iPex
am
Ana
lysi
san
dcr
itica
lth
inki
ng
Can
dida
tes
are
requ
ired
tode
mon
stra
teth
eir
anal
ytic
alab
ility
,in
terp
retiv
esk
ills
and
insi
ght
into
the
orga
niza
tion.
The
exam
iner
islo
okin
gfo
rca
ndid
ates
tota
kecl
ear
and
sens
ible
deci
sion
sw
ithin
the
cont
ext
ofth
eca
sest
udy.
Acr
itica
law
aren
ess
ofth
esp
ecifi
cis
sues
invo
lved
,re
leva
ntth
eore
tical
unde
rpin
ning
,at
tent
ion
tode
tail,
cohe
renc
ean
dju
stifi
catio
nsof
stra
tegi
esad
opte
dw
illal
sobe
asse
ssed
.
Dec
isio
nm
akin
gw
ithin
cont
ext
The
cand
idat
esne
edto
beco
mpe
tent
enou
ghto
anal
yse
prob
lem
sw
ithin
am
arke
ting
cont
ext
and
subs
eque
ntly
take
appr
opri
ate
deci
sion
sto
impl
emen
tm
arke
ting
stra
tegi
esfo
ran
orga
niza
tion.
Dec
isio
nsha
veto
refle
ctth
efa
ctth
atca
ndid
ates
have
thor
ough
lyun
ders
tood
the
key
mar
ketin
gis
sues
impi
ngin
gon
the
case
.Th
eyha
veto
mak
ede
cisi
ons
that
are
real
istic
,ju
stifi
able
and
actio
nabl
ew
ithin
the
give
nco
nstr
aint
sof
the
orga
niza
tion.
Judg
ing
betw
een
cour
ses
ofac
tion
Ther
ear
eal
way
sse
vera
lal
tern
ativ
esto
apr
oble
m.
Can
dida
tes
are
expe
cted
topu
rsue
cour
ses
ofac
tion
that
are
poss
ible
real
istic
and
sust
aina
ble.
Ther
eis
nocl
ear
righ
tor
wro
ngan
swer
.Ex
amin
ers
look
for
solu
tions
that
will
wor
kw
ithin
the
give
nsc
enar
io.
THEEX
AMINATION
94
Han
dlin
gas
sum
ptio
nsan
din
fere
nces
All
case
sar
eba
sed
upon
real
life
info
rmat
ion
that
may
have
gaps
with
init.
No
com
pany
wor
ksin
ape
rfec
ten
viro
nmen
tor
with
perf
ect
info
rmat
ion.
Inm
ost
case
sst
uden
tsw
illne
edto
mak
eas
sum
ptio
ns.
As
long
asth
ese
are
not
wid
ely
off
the
mar
kth
ey
are
acce
ptab
le.
Inso
me
case
sst
uden
tsm
ayre
com
men
dth
atfu
rthe
rre
sear
chis
nece
ssar
y.
Pres
entin
ga
poin
tof
view
Exam
iner
sex
pect
answ
ers
tobe
indi
vidu
al,a
ndhe
nce
tova
ry.G
roup
anal
ysis
isno
tac
cept
edan
dw
here
subm
itted
,mar
ksw
ill
not
beaw
arde
d.It
isim
port
ant
not
toge
thu
ngup
onw
hat
othe
rsar
eth
inki
ng,
inst
ead
conc
entr
ate
onpr
oduc
ing
argu
men
ts
and
reco
mm
endi
ngac
tions
that
are
just
ified
Rel
atin
gth
eory
topr
actic
e
Itis
esse
ntia
lto
dem
onst
rate
your
know
ledg
eof
the
unde
rpin
ning
theo
ryth
roug
hits
appl
icat
ion
inyo
uran
alys
isan
dan
swer
s
with
inth
eex
amin
atio
n.To
oof
ten,
cand
idat
eson
lypr
oduc
eth
eory
oron
lypr
oduc
epr
actic
alre
com
men
datio
nsw
ithno
links
betw
een
the
two.
Inor
der
tobe
succ
essf
ul,
you
need
tobe
know
ledg
eabl
eab
out
both
prac
tical
mar
ketin
gas
pect
san
d
theo
retic
alis
sues
.
The
cand
idat
ebr
ief
The
brie
fis
anin
tegr
alpa
rtof
the
case
stud
y.It
give
san
idea
ofth
ero
leyo
uar
eex
pect
edto
assu
me
with
inyo
uran
alys
isan
d
subs
eque
ntan
swer
s.Yo
uw
illbe
dire
cted
toth
eke
yis
sues
you
shou
ldbe
cons
ider
ing
and
som
eis
sues
,w
hich
may
bele
ss
impo
rtan
t.
STR
ATEGIC
MARKETINGIN
PRACTICE
95
The
exam
inat
ion
nR
ewar
dsst
uden
tsfo
rw
ork
com
plet
edbe
twee
nth
eca
sest
udy
bein
gre
leas
edan
dth
eex
am.
nEn
able
sst
uden
tsto
conc
entr
ate
onth
eca
sean
dut
ilize
the
prep
ared
anal
ysis
effe
ctiv
ely.
n25
%of
mar
ksar
eal
loca
ted
toth
epr
e-pr
epar
edan
alys
isin
the
follo
win
gpr
opor
tion;
^10
%fo
rth
epr
oduc
tion
ofsi
xsi
des
ofA
4an
alys
is(m
inim
umfo
ntsi
ze11
),su
bmitt
edw
ithth
eex
ampa
per.
^15
%fo
rth
eap
plic
atio
nof
the
anal
ysis
with
inth
eex
amin
atio
n.S
tude
nts
shou
ldre
fer
toth
ean
alys
isan
dno
tre
prod
uce
it.
Itis
impo
rtan
tth
atyo
ursi
xpa
ges
incl
ude
only
anal
ysis
.A
lthou
ghyo
uar
eex
pect
edto
utili
zeth
epe
riod
befo
reth
eex
amto
cons
ider
your
reco
mm
enda
tion
onho
wto
mov
eth
eor
gani
zatio
nfo
rwar
d,th
ese
shou
ldno
tbe
anno
tate
dto
take
into
the
exam
orfo
rmpa
rtof
your
anal
ysis
subm
itted
.
THEEX
AMINATION
96
The
best
way
topr
epar
efo
rth
eca
se
Can
dida
tes
shou
ldun
dert
ake
the
follo
win
gad
vice
(rep
eate
dfr
omU
nit
1):
nW
rite
orpr
int
pre-
prep
ared
anal
ysis
onsix
side
sof
A4.
Exam
iner
sw
illbe
look
ing
for
tabl
es,
diag
ram
san
dke
yis
sues
.Ta
bles
such
asS
WO
T,th
ough
help
ful,
dono
tsh
owde
epan
alyt
ical
thou
ght.
nIf
cand
idat
esus
eth
eav
aila
ble
shee
tsfo
rw
ritin
g‘c
rib’
mat
eria
l,su
chas
mod
els
orpl
ans
they
will
pena
lize
them
selv
esas
ther
ew
illbe
less
spac
efo
rgo
odan
alys
isth
atco
unts
tow
ards
the
final
mar
ks.
nTh
edi
agra
ms
shou
ldbe
clea
rly
visi
ble
and
the
wri
ting
shou
ldbe
clea
rly
legi
ble.
Typi
ngsh
ould
beno
less
than
font
size
11.
nD
ata
give
nw
ithin
the
case
shou
ldbe
anal
ysed
clea
rly
and
effe
ctiv
ely.
nPl
ease
not
that
itw
illbe
tota
llyun
acce
ptab
lefo
rst
uden
tsto
pres
ent
stan
dard
ized
grou
pan
alys
is/a
ppen
dice
san
dth
eyw
illth
eref
ore
bepe
naliz
edac
cord
ingl
y.
STR
ATEGIC
MARKETINGIN
PRACTICE
97
Dur
ing
the
exam
inat
ion
You
are
allo
wed
tota
keyo
ursi
xpa
ges
ofan
alys
isan
dyo
uran
nota
ted
case
stud
ybo
okle
tin
toth
eex
amin
atio
nro
om.
Inso
me
case
sad
ditio
nal
info
rmat
ion
may
begi
ven
with
inth
eex
ampa
per,
whi
chyo
uw
illne
edto
inco
rpor
ate
into
your
resp
onse
toth
equ
estio
nsse
t,an
dco
nsid
erth
eef
fect
ofth
isin
form
atio
non
pre-
prep
ared
anal
ysis
.
Inth
eex
amin
atio
nyo
uar
eex
pect
edto
draw
upon
all
othe
ras
pect
sof
the
rem
aini
ngPo
st-g
radu
ate
dipl
oma
mod
ules
.
Tope
rfor
mw
ell
onth
epa
per,
cand
idat
esw
illha
veto
exhi
bit
the
follo
win
g:
nA
need
toco
ncen
trat
eon
the
stra
tegi
cas
pect
sof
mar
ketin
gun
derp
inne
dby
the
nece
ssar
yde
tail
nTh
eab
ility
toid
entif
y‘g
aps’
inth
eca
sest
udy
and
toou
tline
the
assu
mpt
ions
mad
e
nTh
eab
ility
tocr
itica
llyap
ply
rele
vant
mod
els
for
case
anal
ysis
nTh
eab
ility
todr
awan
dsy
nthe
size
from
any
ofth
edi
plom
asu
bjec
tar
eas
asre
leva
nt
nC
once
ntra
tion
onth
equ
estio
nse
tra
ther
than
just
the
pre-
prep
ared
anal
ysis
nTh
eab
ility
toan
swer
inth
ere
port
form
atw
ithco
mpr
ehen
sive
sent
ence
sra
ther
than
prov
idin
gsi
mpl
istic
lists
THEEX
AMINATION
98
nTh
eju
dici
ous
use
ofdi
agra
ms
for
illus
trat
ive
purp
oses
nTh
eab
ility
todr
awdi
spar
ate
links
toge
ther
and
give
cohe
rent
answ
ers
nTh
eus
eof
inte
rest
ing
and
usef
ular
ticle
sfr
omjo
urna
lsin
thei
ran
swer
s
nD
evel
opin
gst
rate
gic
idea
s,ce
ntre
dar
ound
cont
empo
rary
mar
ketin
gis
sues
nIn
nova
tion
and
crea
tivity
inan
swer
ing
the
ques
tions
nD
emon
stra
tion
ofpr
actic
alap
plic
atio
nsof
mar
ketin
gkn
owle
dge
nS
ensi
ble
use
oftim
ean
dan
abili
tyto
plan
the
answ
ers
with
inth
ese
ttim
e
nA
good
unde
rsta
ndin
gof
the
case
stud
yse
t
STR
ATEGIC
MARKETINGIN
PRACTICE
99
The
best
way
topr
epar
efo
rth
eca
sew
ould
enta
ilth
efo
llow
ing
cons
ider
atio
ns:
nPr
actic
eon
prev
ious
exam
inat
ion
pape
rs
nR
eadi
ngan
ddi
gest
ing
the
seni
orex
amin
er’s
repo
rt
nR
eadi
ngbo
oks,
new
spap
ers,
rele
vant
mar
ketin
gan
dac
adem
icjo
urna
ls
nFo
rea
chex
amin
atio
nca
seas
cert
aini
ngth
ere
leva
ntkn
owle
dge
base
that
will
bere
quir
ed
nB
eing
flexi
ble
and
criti
cal
whe
nus
ing
anal
ytic
alm
odel
sin
stea
dof
bein
gpr
escr
iptiv
e
nD
epen
ding
onth
eca
sest
udy,
utili
zing
ara
nge
ofdi
ffer
ent
anal
ytic
alm
odel
san
dto
ols
appr
opri
ate
toth
eco
ntex
tof
the
case
(see
Figu
re6.
1fo
ran
illus
trat
ive
sche
dule
for
prep
arin
gfo
rth
eex
amin
atio
n)
THEEX
AMINATION
100
Inad
ditio
nto
the
abov
e,ca
ndid
ates
shou
ldal
sobe
prep
ared
toun
dert
ake
the
follo
win
g:
nTh
eus
eof
rele
vant
mod
els
for
the
sect
orin
whi
chth
eca
sest
udy
isba
sed
nTh
eus
eof
each
cand
idat
e’s
prac
tical
and
busi
ness
expe
rien
ceus
ing
any
illus
trat
ive
exam
ples
nTh
eus
eof
diag
ram
s
nA
thor
ough
mar
ketin
gan
dfin
anci
alan
alys
isof
each
case
stud
yw
ithin
the
give
nco
ntex
tof
the
case
stud
y
nA
naw
aren
ess
and
appl
icat
ion
ofst
rate
gic
mar
ketin
gid
eas
and
solu
tions
nR
evis
iting
rele
vant
sylla
bifr
omth
eD
iplo
ma
and
Adv
ance
dD
iplo
ma
with
inth
egi
ven
cont
ext
ofth
eca
sest
udy
STR
ATEGIC
MARKETINGIN
PRACTICE
101
Rea
d th
e ca
seth
orou
ghly
The
exam
inat
ionR
ecei
veca
sesk
im r
ead A
nsw
erin
g th
e qu
estio
nsse
tan
d in
corp
orat
ing
the
anal
yses
How
will
I us
e th
e an
alys
esin
the
exam
inat
ion?
Bui
ldin
g cl
ear
and
conc
ise
anal
yses
crea
ting
diag
ram
s/ta
bles
Wha
t ana
lytic
alte
chni
ques
do
Ine
ed to
util
ize?
Wha
t are
the
cont
empo
rary
issu
es?
Sta
ndar
dan
dne
w/n
ovel
Rea
d ar
ound
the
case
, inc
orpo
ratin
gco
ntem
pora
ry m
arke
ting
issu
es a
ndth
eory
Wha
t are
the
key
issu
es?–
Det
ail
Wee
k 2
Wee
k 1
Wee
k 4
Wee
k 3
THEEX
AMINATION
102
Con
clus
ion
–a
few
prac
tical
tips
from
the
seni
orex
amin
er
nR
emem
ber
toen
sure
that
your
hand
wri
ting
isre
adab
le,
and
the
pres
enta
tion
ofyo
urw
ork
isin
abu
sine
sslik
efo
rmat
with
head
ings
,su
b-he
adin
gsan
dpa
ragr
aphs
.U
seof
unde
rlin
ing
orhi
ghlig
hter
sca
nhe
lpm
ake
your
wor
km
ore
read
able
nA
nsw
erth
equ
estio
nse
t–
whi
chre
quir
esyo
uto
read
the
ques
tion
care
fully
seve
ral
times
and
brea
kth
emin
toits
cons
titue
ntpa
rts.
Con
side
rw
hat
isre
quir
edca
refu
lly;
mak
ea
roug
han
swer
plan
befo
reco
mm
ittin
gpe
nto
pape
r
nD
ono
tsu
bmit
grou
ppr
epar
edan
alys
is–
mar
ksw
illno
tbe
awar
ded.
Prep
are
your
self
for
ques
tions
whi
chm
aybe
aske
d,bu
tdo
not
limit
your
self
bytr
ying
togu
ess
too
exac
tly
nIn
clud
eth
eory
whe
rere
leva
nt,
but
ensu
reit
isap
plie
din
the
cont
ext
ofth
eca
se
nC
onsi
der
the
effe
ctof
rele
vant
cont
empo
rary
issu
es
nA
lway
sju
stify
your
reco
mm
enda
tions
.R
epet
ition
ofca
sest
udy
mat
eria
ldo
esno
tga
inm
arks
STR
ATEGIC
MARKETINGIN
PRACTICE
103
Furt
her
read
ing
nPr
evio
usca
sest
udie
san
dsp
ecim
enan
swer
sav
aila
ble
onw
ww
.cim
.co.
uk
nS
enio
rex
amin
ers’
repo
rtde
taili
ngth
epr
evio
usca
ndid
ate’
spe
rfor
man
ceav
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ooks
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THEEX
AMINATION
104