Marketing

Andrew Whalley

Strategic Marketing

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2

Strategic Marketing
© 2010 Andrew Whalley & Ventus Publishing ApS
ISBN 978-87-7681-643-8

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Contents

Strategic Marketing

Contents
Preface

9

1.
1.1
1.2
1.3
1.3.1
1.3.2
1.3.3
1.3.4
1.3.5
1.3.6
1.3.7
1.4.
1.4.1
1.4.2
1.5

So what ismarketing?
The Three levels of Marketing
The value of Marketing; Needs, Utility, Exchange Relationships & Demand
The Theoretical basis of competition
Generic Strategy: Types of Competitive Advantage
What is the basis for competitive advantage?
How is competitive advantage created?
How is competitive advantage implemented?
How is competitive advantage sustained?
What are core competencies andcapabilities?
Resource-Based View of the Firm (RBV)
Alternative Frameworks: Evolutionary Change and Hypercompetition
Evolutionary Change
Hypercompetition
The Marketing Concept

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31
33
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2.
2.1
2.2
2.3

What can be marketed?
Core Benefit Product
Basic product
Augmented product

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Contents

Strategic Marketing

48
48
48

Marketing’s role in the business
Cross-functional issues
Strategic issues
Research of environment and situation
PESLEDI
BCG Matrix, Improved BCG matrix and the GE/McKinsey Matrix
Porter ’s Five Forces
Ansoff’sMatrix
5Ms internal audit
SWOT-Analysis
Forecasting market and sales
Implementation, Analysis, Control & Evaluation
Objectives setting
Research and designing of strategies
Strategic marketing programme
Control

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4.
4.1
4.2
4.3

Segmentation, Targeting & Positioning
Segmentation
Targeting
What is positioning?

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and ideas. And that’s
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Perceived product
A note on branding
Summary of the Chapter

3.
3.1
3.2
3.2.1
3.2.1.1
3.2.1.2
3.2.1.3
3.2.1.4
3.2.1.5
3.2.1.6
3.3
3.4
3.5
3.5.1
3.5.2
3.5.3

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5Contents

Strategic Marketing

Positioning and Perception
Perceptual Mapping
Rationale behind perceptual mapping
Strategies for Product Positioning
Positioning in relation to attributes
Positioning in relation to the user/usage.
Positioning in relation to competitors.
Positioning directly against competitors
Positioning away from competitors
Positioning in relation to a different...