Samenvatting
Strategic Marketing - Summary Lectures&Articles
In this document all lectures have been summarized, all articles have been added in detail.
[Meer zien]Voorbeeld 4 van de 160 pagina's
Voorbeeld 4 van de 160 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
ContentsLecture 1 Basics of Strategic Marketing.................................................................................................1
Lecture Summary:..............................................................................................................................1
Montgomery Reasoning about competitive reactions: Evidence from Executives..........................17
Rust - Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?...........................26
Lecture 2 STP.......................................................................................................................................32
Lecture Summary:............................................................................................................................32
Wedel - Is segmentation history?....................................................................................................46
Lecture 3 Marketing Mix......................................................................................................................48
Lecture Summary:............................................................................................................................48
Attaman - The Long-Term Effect of Marketing Strategy on Brand Sales..........................................65
Heskett - Putting the service-profit chain to work...........................................................................71
Lecture 4 Omnichannel Metrics...........................................................................................................76
Lecture summary.............................................................................................................................76
Leone - Measuring brand strategy: can brand equity and brand score be a tool to measure the
effectiveness of strategy?................................................................................................................96
Morgan - Brand portfolio strategy and Firm Performance............................................................103
Srinivasan - Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions.........111
Lecture 5 Interfaces, role, future of Marketing..................................................................................121
Lecture Summary...........................................................................................................................121
Verhoef - Understanding the Marketing Department’s influence within the firm.........................138
Rust - The future of marketing.......................................................................................................150
Lecture 1 Basics of Strategic Marketing
Lecture Summary:
Internal Factors
,Resources: assets & capabilities
Resource-based view (RBV) of competitive advantage
o Management of strategic capability is central for achieving competitive advantage
Importance of building on core competencies to gain competitive advantage
Emerged early 1990s
Basic questions
o What are your strengths and weaknesses?
Overall
Vis-à-vis the competition
Perhaps even more important
The absolute level of your performance is less important than your relative
performance to your competitors
Relevant strengths and weaknesses are more important
o What is your resource base?
Skills and processes in which you excel
Ability to produce next generation of products or services
o What are your exploitable marketing assets?
Current
Potential
Emphasis on those with a defensible uniqueness
Marketing resources
Marketing assets:
o Resource endowments the firm has built or acquired over time
o 4 main types
Customer-based assets
Supply chain assets: consistent supply at right quality and right amount
, Internal marketing support assets: good colleagues which provide you
with useful insights to implement in your strategy
Alliance-based marketing assets: Outsourced: The stuff you don’t do
yourselves, but good contact with communication agencies who help
you to connect with customers
Marketing capabilities
Marketing capabilities enable a firm to build sustainable relationships with customers
o Advertising, promotion and selling.
o Pricing and Tendering:
Charge the right price, that appeals to the customer while still giving
sufficient margins. Tendering is that if you buy products from a supplier
that you get a good price there
o Product and service management
What the customer is actually looking for
o Distribution and logistics:
Should be available at what channel whatso ever.
Which capability has strongest impact on performance?
Meta-analytical results
R&D and Operations capabilities have a lower impact on business
performance than Marketing capabilities
Not always holds
Disentangling profits
What is driving profits?
o Revenue growth and margin growth as the two primary components of profit
growth
o
, o Marketing capabilities influence both revenue growth and margin growth, although
CRM capabilities and brand management have opposing effects
Brand management vs CRM spending
o
o Dip in marketing spending in corona crisis
Increasing market complexity
Developments such as:
o increasing number and types of media,
o empowered customers, and
o data availability
requires
o ‘vigilant market learning’ (alertness, curiousness); early warning systems;
o adaptive market experimentation; small, targeted experiments; “failures have a
therapeutic role”; and
o ‘open marketing’ (networks of partners).
Is easier in the online world nowadays.
Dynamic & adaptive marketing capabilities
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper leontakens13. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 53068 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen