Samenvatting
Marketing Strategy (E_MKT_MSTRAT) full summary
- Vak
- (E_MKT_MSTRAT)
- Instelling
- Vrije Universiteit Amsterdam (VU)
Full summary of: - Knowledge clips - Lectures - Homework questions - Articles
[Meer zien]Voorbeeld 4 van de 62 pagina's
Voorbeeld 4 van de 62 pagina's
In winkelwagengesponsord bericht van onze partner
Voorbeeld van de inhoud
Marketing StrategyExam material
,Table of Contents
Topic 1: What is marketing strategy? ................................................................................ 3
Topic 2: The playing fields. ................................................................................................ 7
Article 1: The Performance Implications of Fit Among Business Strategy, Marketing Organization
Structure, and Strategic Behaviour. ......................................................................................... 13
Topic 3: Price leadership ................................................................................................. 17
Article 2: Selling the Premium in Freemium ............................................................................ 26
Article 3: customer experience journeys: loyalty loops versus involvement spirals ................... 28
Topic 4: Quality Leadership ............................................................................................. 32
Topic 5: Hybrid strategies ................................................................................................ 35
Topic 6: Time leadership ................................................................................................. 36
Article 4: Why consumers don’t see the benefits of genetically modified foods, and what
marketers can do about it ...................................................................................................... 43
Topic 7: Ethics ................................................................................................................. 45
Article 5: Market reasoning as moral reasoning: why economists should re-engage with political
philosophy ............................................................................................................................. 49
Article 6: Bypassing the animal: plant-based meat and the communicative constitution of a
moral market. ........................................................................................................................ 51
Topic 8: The rules of the game & value proposition ......................................................... 53
Topic 9: The value proposition......................................................................................... 54
Article 7: Transient competitive advantage ............................................................................. 60
2
,Topic 1: What is
marketing strategy?
Strategy is the connection
between goals and actions.
Marketing strategy:
o Action you take to
convince so to buy
your product.
o Introduce your product
to a new market.
o Plan of how to sell
your products.
o Plan of how to reach your goals (long-term).
o Defines how firm competes with other firms in the market.
Goals need to be clear in content and time horizon. Sometimes goals are formulated in
absolute terms, sometimes relative to a fix point (e.g., competitor).
Goals can be set on different organizational levels (corporate level, strategic business unit
(SBU) level, functional unit level). If you only have one business unit, corporate goals will be
the same as SBU goals.
Strategy is a ‘’game plan for getting there [achieving (long-term) goals].’’ Strategies can be
implemented on the same organizational levels as goals.
• Corporate strategies – focus on fundamental decisions that influence the firm as
whole, i.e. strategic decisions that cannot be decentralized, e.g.:
o Synergy between SBUs.
o Selection of markets (and brand identities).
o Enabling & cultivating a market-oriented culture.
• SBU strategies – seek to gain competitive advantage in an SBU. These must be in
line with the corporate strategies.
• Functional strategies - fundamental decisions in areas such as pricing, promotion,
distribution, product, procurement, finance, sales, production, etc.
3
, A strategy provides a medium- to long-term (flexible) plan for future actions. Strategy
represents the connection between goals and (operative) actions.
Goals are therefore not part of the strategy, but its normative reference point. Actions are
taken to translate the strategic guidelines into concrete results.
Strategies are not fixed but need to be adaptable to changing environmental conditions.
Actions (tactics) are short-term tasks that can be precisely identified, monitored, and
evaluated.
Strategy + marketing = marketing
strategy
Marketing is both push and pull,
with a clear focus on pull, i.e.
catering to consumers (latent)
needs so that they demand the
product or service.
Marketing:
• Creating preference
• Creating desire
• Both push and pull, with a clear focus on pull, i.e., catering to consumers (latent)
needs so that they demand the product or service.
4
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 liekegroskamp. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €13,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 52510 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen