100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
Marketing Strategy £3.11   Add to cart
Quickly navigate to
Preview
  2.  
  3. The University Of Manchester (UOM)
  4.  
  5. Business Management
  6.  
  7. Marketing

Lecture notes

Marketing Strategy

1 review
 233 views  0 purchase

This document has summarised the nature of marketing strategy, its implementation and performance measures. It explains the meaning of strategy.

Preview 1 out of 6  pages

Document information

  • January 5, 2016
  • 6
  • 2015/2016
  • Lecture notes
  • Unknown
  • Lecture 2

Subjects

Written for

All documents for this subject (6)

1  review

review-writer-avatar

By: marwanragab • 7 year ago

Seller

avatar-seller
BMAN

Reviews received

Content preview

(Lecture 2) Marketing Strategy

To begin with understanding the marketing strategy , it becomes necessary to
understand the meaning of business strategy –

 It is about the relationship between an entity and its environment.
 It is looking into a future that can be foreseen but is unknowable. Strategy
making is speculative. It needs a business to look into the future before planning
anything.
 It is about expectations, options, choices and instrumentality (means and
ends).
 It is about composing scenarios, forecasts and horizon scanning.
 It is about allocating resources with a view to achieve future ends.

The nature of strategic decisions --

 Entail resource commitments that are usually large and costly to reverse – This
means that strategies bound often bound the business with commitments. These
commitments can be costly to reverse.
 Commitments are made with a long term outlook under conditions of
uncertainty – Strategy making involves risk as the future in uncertain
 Entail choices, trade-offs and compromises – The decision involves making
choices from a variety of options. The decision has opportunity costs and might
involve sacrificing other choices.
 Are made in the context of other commitments and in light of the inter-
dependencies between them – The entire scenario of the existing business is
considered before making any decision. The factors that can be affected by the
decision are considered.
 Are (generally) made at higher levels in an organisation – Generally taken up
by the higher authorities in the organization.




PREVIEW SECTION

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller BMAN. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for £3.11. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

57114 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy revision notes and other study material for 14 years now

Start selling
£3.11
  • (1)
  Add to cart