Markets and marketing models

1) This handout shows some of the key models from the Markets and marketing unit. They are

all taken from the core textbook (Marketing Managemement A Relationship Approach 2e

Hollensen Prentice Hall 978-0-273-70683-0). It also includes the page number so you can

read more about the model if you wish and find the more detailed reference.

2) Generic models you may wish to consider using for the assessment:

SWOT

PESTLE

PORTERS FIVE FORCES

PORTERS VAUE CHAIN

THE MARKETING MIX

ANSOFF GROWTH MATRIX

BCG GROWTH SHARE MATRIX

GE MCKINSEY MATRIX

PORTERS GENERIC STRATEGY

A PERCEPTUAL MAP

BOWMAN’S STRATEGY CLOCK

PORTER’S DIAMOND

STP

Relationship marketing’s six-markets model (Payne) – pg9

These are the six markets which need to be considered if the customer is to be served satisfactorily.

Forms of relationships – pg 16

The resource based view v’s market orientation – pg28

Two opposing perspectives regarding achieving competitive advantage

The value chain (Porter) but simplified by Hollensen – pg39

The categories and elements considered to make-up customer focus/competitive advantage.

Inter and intra-firm relationships – pg40

Virtual value chain – pg49

Porters Diamond – pg66

Factors which combined makeup international competitiveness.

Porters Five Forces – pg75

Elements which can help assess how competitive a firm/industry is.

Competitor benchmarking – pg80

A ranking tool to assess competitors.

Development of core competencies – pg81

SPR model – pg 111

Customer involvement in the buying decision – pg13

Customer decision making process – pg114

Supplier selection model – pg132

Factors influencing the organisational buying process – pg133

Organisation of the buyer-seller relationship – pg201

SWOT and competitive advantage – pg242

Ansoff product-market matrix – pg246

A marketing planning tool which usually aids a business in determining its product and market

growth.

PLC – pg250

GE Matrix – 258

Maps Strategic Business Units on a grid to determine strategic decisions.

BCG – pg252

An analytical tool which helps organsations to analyse their product lines.

Segmentation criteria for the B2C market – pg289

Generic competitive strategies (Porter) – pg307

Describes how a company pursues competitive advantage across its chosen markets.

Steps in a relationship strategy – pg366

Three levels of a product – pg394

The full service concept – pg399

Branding decisions – pg411

Types of brand

Pricing framework/decisions – pg438

Using intermediaries – pg463

Push vs pull strategies – pg495

Steps in the value chain – pg497

The role of internet communications in the value chain – pg516

Organising the marketing effort - pg539