A comprehensive summary for Marketing Management 354 (Strategic Marketing). This document summarises all Chapters (1 - 21) covered in class and assessed for the final exam. There are also some additional class notes included which are not in the textbook.
Role of marketing in the organisation ....................................................................................... 3
Organising the marketing department ...........................................................................................................3
Chief Marketing Officer role in the organisation ...........................................................................................3
The customer-oriented organisation......................................................................................... 4
Building a customer-oriented organisation....................................................................................................5
The market-driven company .................................................................................................... 5
Demand states ......................................................................................................................... 5
Chapter 2: Marketing Planning and Management ............................................................ 5
Planning and managing market offerings .................................................................................. 8
The G-STIC model ...........................................................................................................................................8
Product portfolio and product lines ........................................................................................ 21
Lengthening a product line .......................................................................................................................... 21
Packaging and labelling .......................................................................................................... 22
Types of packaging ...................................................................................................................................... 22
Packaging objectives.................................................................................................................................... 23
Chapter 10: Building Strong Brands .................................................................................23
Role of brands ....................................................................................................................... 23
For consumers ............................................................................................................................................. 23
For firms ....................................................................................................................................................... 24
Brand power .......................................................................................................................... 24
Measuring brand power .............................................................................................................................. 25
Designing the brand ............................................................................................................... 25
Choosing brand elements ............................................................................................................................ 25
Secondary sources of brand knowledge .................................................................................. 26
Consumer psychology and pricing........................................................................................... 27
Setting the price..................................................................................................................... 27
Product mix pricing ...................................................................................................................................... 30
Price changes ......................................................................................................................... 31
Responding to price changes....................................................................................................................... 31
Responding to competitors’ prices.............................................................................................................. 31
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