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Summary Strategic Marketing MGSE
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Summary of the course Strategic Marketing MGSE
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MGSE Strategic MarketigImportance of marketnn is that there is no turn-over or proft ithout the demand for product and
services.
Adequate marketnn is een streven zonder eind dat vele vormen kan aannemen.
Bijvoorbeeld: openinn Apple store in Amsterdam en de samen erkinn van Philips met S arovski.
Core concepts of marketnn:
1. Needs, ants and demands
2. Tarnet nroups, positoninn and senmentaton
3. Offerinn and brands
4. Marketnn channels
5. Paid, o ned and earned media
6. Impression and ennanement
7. Value and satsfacton
8. Supply chain
9. Competton
10. Marketnn environment
Dell biedt productplatorms aan aarop elke de klant de door hem ne enste computerfuncte kiest.
Stratenic planninn - strateny is concerned ith “ hat” and “ hy”
Corporate Headquarters’ planninn Actvites
1. Defne the corporate mission
2. Establish stratenic business units (SBUs)
3. Assinn resources to each SBU
4. Assess nro th opportunites
- Stronn mission statements
Focus on a limited number of noals
Stress major policies and values
Defne major compettve spheresiitems
Take a lonn-term vie
Short, memorable, meaninnful
- Establish stratenic business units ith dimensions of Abell:
- Assinn resources and asses’ nro th opportunites (Ansoff)
Optons:
- Intensive nro th
- Intenratve nro th:Back ard, for ard and horizontal
MGSE 1
, - Diversifcaton
Choice of optons
Optons must be tested to the formulated noals
Three criteria:
Suitability
Feasability
Acceptability
What company do you ant to be?
Three stratenies for stratenic thinkinn (Porter)
1. Cost leadership
2. Differentaton
3. Focus
Senmentaton Consumer Market
Senmentaton variables consumer market:
a) Geonrafc
(for example: renion, city size, density, climate)
b) Demonrafc
(for example: ane, family size, race, occupaton)
c) Psychonrafc
(for example:life style, personality VALS-frame ork, Motvacton)
d) Behaviourial
(for example: attude, needsibenifts, decision roles, useriusane)
Research anencies: Nielsen, Rlix, Tetrad
Senmentaton Business Market
Partly possible ith variables of consumer market. But a more sequental process is used.
Senmentaton variables of Bonoma & Shapiro:
Demonrafc variables (industry, company size, locaton)
Operatnn variables (technolony, customer capabilites)
Purchasinn Approaches (po er structure, purchasinn criteria)
Situatonal factors (urnency, size of order)
Personal Characteristcs (buyeriseller similarity, attude to ards risk, loyalty)
Market Tarnetnn
Levels of senmentaton:
1. Full market coverane
2. Multple Senment Specializaton
a) Product specializaton
b) Market specializaton
3. Sinnle Senment Concentraton
4. Individual Marketnn
MGSE 2
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