Marketing Strategic

Marketing strategic Introduction

Marketing strategic • Creating strategy • Implementing strategy • Maintaining strategy

Marketing strategic • Have larger view • Have longtherm impact

Why it need now? • rapid technical advancement • the internationalization and globalisation) of markets • scarcity of resources and consideration of environmental issues • a blurring of the (former) borders between markets

Roll of marketing strategic • • • • •

Moving in the right direction Setting appropriate objectives Competing for the right customers Avoiding those it should avoid Developing the right skills,resources,and capabilities for success

Market orientation Market orientation is the organizational culture (i. e. culture, climate etc.) that most effectively and efficiently creates the behaviors which ensure superior value for the customers and, thus, continuous superior performance of the business

Market orientation • CustomerPOV • Customer problem solver • Pre-define customer wishes

Generic competitive advantages • Goods and services which, in the eyes of the customers, are better than those of the competitors • Comparable goods and services offered at significantly lower prices.

Marketing strategic process • • • • • •

Generate information Creating marketing plan A. STP and brand decition B. Marketing mix plan Implementation controling

Marketing strategic plan • • • •

First using the key 5WH Decide the corperate marketing plan Decide marketing business unit plan Decide the marketing mix