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Summary Strategic Marketing
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Summary of the book "Applied Strategic Marketing: A step by Step Approach" by Karel Jan Alsem Chapter 1-12 + 14 Marketing Management studies at NHL Stenden 2nd year
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Summary Strategic MarketingChapter 1-12+14
Book: Applied Strategic Marketing – A step by step approach
by Karel Jan Alsem (2019)
Table of Content
Chapter 1 The essence of marketing.....................................................................................................2
Chapter 2 The strategic marketing planning process.............................................................................5
Chapter 3 Mission, value strategies and market definition...................................................................9
Chapter 4 Internal analysis..................................................................................................................15
Chapter 5 Customer analysis...............................................................................................................18
Chapter 6 Industry Analysis.................................................................................................................24
Chapter 7 Competitor analysis.............................................................................................................27
Chapter 8 Distribution and supplier analysis.......................................................................................30
Chapter 9 SWOT analysis.....................................................................................................................32
Chapter 10 Corporate objectives and corporate strategies.................................................................35
Chapter 11 Marketing Objectives and marketing strategies................................................................39
Chapter 12 Product, price, place.........................................................................................................46
Chapter 14 Organization and implementation of marketing...............................................................47
,Chapter 1 The essence of marketing
Marketing is mainly about customer-oriented action based on a clear brand identity. There are
various trends that can be observed that make it so important for organizations to market
To do.
Here are a few examples of developments and trends in marketing:
1. more & new products and services are being added
2. the phenomenon of the communication spiral is developing.
3. Consumers gain more power through online behavior.
4. more and more information about the providers is coming.
5. New forms of competition are emerging via the Internet.
6. There is an increasing "low involvement" of consumers.
7. the government strives for market forces.
8. Retail is in transition.
9. Decisions are often made unconsciously.
10. the consumer is becoming more critical.
Core functions of social media:
- Opinions are spread very quickly among large groups of people, so it's kind an extremely fast
form of word of mouth.
- Social media can easily mobilize large groups of consumers, this has its weight open to
"crowdfunding" and "crowdsourcing".
Marketing can be understood in different ways, namely:
1. As an organizational culture: a set of beliefs that guides the organization in such a way that
there is a commitment exists to meet customer needs thus profitable in the long run.
2. As a strategy: choosing target groups and positioning products and services. The model used
for strategy development is the SWOT analysis.
3. As tactics and activities: the daily activities around the four marketing instruments product
development, pricing, distribution and channel choice for communication.
,The essence of marketing is basically that a customer does not buy a product but a solution or
Benefit.
He does not buy toothpaste, for example, but good teeth and fresh breath.
The strategic marketing concept is actually an extension of the classic marketing concept
and it states that a company must meet the following conditions:
- The company must be customer-oriented.
- The company must focus on realizing defensible competitive advantages
of products on markets.
- The company bases its competitive advantages on long-term interests of customers.
- The enterprise can base the competitive advantages on good relations with various
interest groups within and outside the organization
- In addition, it is important that the company makes a profit, in order to achieve long-term
can continue to exist.
A company that uses the strategic marketing concept must therefore pay attention to:
- Customers
- Competitors
- The long term and relationships
- Other stakeholders around the organization
Market orientation consists of the following components:
- Customer orientation
- Competitor orientation
- Inter-functional coordination
Since the 90s of the last century, there has been a growing interest from marketers in it
understanding Brand identity. A related term is the DNA of a brand. Brand identity it is
creating value propositions, something that can be functional in the long term. This because these
value propositions can respond to the emotions of the customer, such as “interpolis, crystal clear” or
“Delicious, clear Heineken” according to Aaker (1991) for a good brand it is necessary to have a
have a clear brand identity.
, Image: how does the target group view the brand?
Identity: what does the company stand for, the company's own choice
The following model shows how customer needs and brand identity continuously reinforce each
other.
When market research was done in the 90s, it turned out that people did not want to always but be
accessible everywhere. But nowadays nobody can do without a mobile phone anymore. Also
it turned out that there was no need to have their own PC. It may be the power of Steve Jobs sensed
and responded to people's unconscious needs. This is an example of the influence of brand identity
on the wishes of the competitor.
But at the same time there is also a reverse influence. New needs have emerged on which
companies can respond. For example, there is a growth in electronics that parents can use to
Keep their babies in the gate literally from second to second. At the same time there is a trend that
parents want to check their babies more and more intensively. Perhaps this is reinforced by all
electronic options that are offered for this.
Marketing activities: referred by Kotler as "analysis, planning, implementation and
control "
Operational marketing: consists of elaborating strategic decisions using the
marketing tools within the Kotler division.
Strategic marketing: In strategic marketing we use the four division of
Kotler:
1. Analyzes
2. Planning Activities
3. Implementations
4. Control
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