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Contents

Learning Guide

Rationale

A Marketing Strategy ^{[1] [2]} is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

• As a key part of the general corporate strategy
• Sectorial tactics and actions
• Types of strategies
• Strategic Models
• Marketing Practice
  • Coarse Marketing
• See also
  • Business model
  • Customer engagement
• References
  • UK govt businesslink marketing strategy guide.
  • Marketing strategy Australian administration small business guide.
  • Marketing basics Marketing strategy based on market needs, targets and goals.

Today's Videos

• Connect with us on http://www.youtube.com/finntrack
• Google's Playlists

Teaching and Learning Resources

• Learning Environment
• Learning Contents
• Teaching Strategies

Marketing in the New Economy

Tutorials

• Marketing in the New Economy

Readings

Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales.[1] It generates the strategy that underlies sales techniques, business communication, and business developments.[2] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.[2]

Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.[citation needed] The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.[citation needed]

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.[3] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.[3]

• Further definitions
• Evolution of marketing
  • Earlier approaches
  • Contemporary approaches
• Customer orientation
  • Organizational orientation
    • Herd behavior
    • Further orientations
• Marketing research
  • Marketing environment
  • Market segmentation
  • Types of marketing research
• Marketing planning
  • Marketing strategy
• Marketing specializations
• Buying behaviour
  • B2C buying behaviour
  • B2B buying behaviour
• Use of technologies
• Services marketing
• See also
  • Advertising
  • Consumer behaviour
  • Demand chain
  • Distribution (Placement)
  • Market segmentation
  • Marketing acronyms
  • Outline of marketing
  • Positioning
  • Pricing
  • Product
  • Promotion (marketing)
  • Targeting (advertising)
  • Service dominant logic (marketing)
  • Types of marketing
  • White Space (management)
• References

• Marketing strategies

Innovation by the Bundle

Instead of selling products or services separately, innovative companies can bundle them into combinations that are more valuable than the simple sum of their parts. Consumers will pay a premium for such “lifestyle solutions,” and they will remain highly loyal to those that deliver real value.

By Charles J. Roussel and Paul F. Nunes

Activities

• Self-test
• Internet Exercises

Strategic Marketing Planning

Tutorials

• Strategic Marketing Planning

Readings

• The Strategic Marketing Plan
• Strategic Planning and Marketing Planning
• Strategic Internet Marketing Planning
  • Part 1: Strategic Planning
  • Part 2: Situation Analysis
  • Part 3: Customer Analysis
  • Part 4: Market and Product Focus
  • Part 5: Positioning, 4Ps, Product
  • Part 6: Pricing Strategy
  • Part 7: Product Distribution
  • Part 8: Internet Promotion
    

Journal of Strategic Marketing Editor: Nigel F. Piercy, Professor of Marketing, The University of Warwick, United Kingdom

Activities

• Self-test
• Internet Exercises
• Marketing Plan Worksheets 1
• Marketing Plan Worksheet 2

Situation Analysis: Collecting and Analyzing Marketing Information

Tutorials

• Situation Analysis: Collecting and Analyzing Marketing Information

Readings

• Class Notes
• Global Agricultural Marketing Management. (Marketing and Agribusiness texts - 3)
  • Identifying Market Opportunities Through Marketing Information Systems And Research
• Introduction to Marketing Research
• Marketing information and library services
  • Marketing: Sources for marketing information and library services
• Marketing Information Systems
• Methods of analysing marketing opportunities
• Pitfalls of Data Analysis
• The TOWS Matrix - A Tool for Situational Analysis

World Directory of Business Information Libraries Related References World Directory of Business Information Websites World Directory of Marketing Information Sources World Directory of Non-Official Statistical Sources World Directory of Trade and Business Associations

The Data Analysis BriefBook Enter The Data Analysis BriefBook

Activities

• Self-test
• Internet Exercises

SWOT Analysis: A Framework for Developing Marketing Strategy

Tutorials

• SWOT Analysis: A Framework for Developing Marketing Strategy
• SWOT Analysis

Readings

• SWOT Analysis: Lesson
• Using a SWOT Analysis in Your Career Planning

Activities

• Self-test
• Internet Exercises

Managing Customer Relationships

Tutorials

• Managing Customer Relationships

Readings

• Customer Relationship Management
• Managing customer relationships online

Activities

• Self-test
• Internet Exercises

Market Segmentation, Target Marketing, and Positioning

Tutorials

• Market Segmentation, Target Marketing, and Positioning

Readings

• Marketing - Segmentation / Target Marketing / Positioning
• Market Positioning
• Market Segmentation
• Target Market

Activities

• Self-test
• Internet Exercises

Product Strategy

Tutorials

• Product Strategy

Readings

• Business Plans and Marketing Strategy
• Strategic Approach to Product and Process Development

Activities

• Self-test
• Internet Exercises

Pricing Strategy

Tutorials

• Pricing Strategy

Readings

• Pricing Strategy
• Pricing Strategies - Skimming
• Pricing Strategies - Penetration

Activities

• Self-test
• Internet Exercises

Distribution and Supply Chain Management

Tutorials

• Distribution and Supply Chain Management

Readings

• The ABCs of Supply Chain Management
• Supply Chain Knowledge Base

Activities

• Self-test
• Internet Exercises

Integrated Marketing Communications

Tutorials

• Integrated Marketing Communications

Readings

• Integrated Marketing Communication

Activities

• Self-test
• Internet Exercises

Marketing Implementation and Control

Tutorials

• Marketing Implementation and Control
• Assessing the Financial Impact of the Marketing Plan

Readings

• Marketing Implementation, Evaluation, and Control
• Strategic Planning and the Marketing Process

Activities

• Self-test
• Internet Exercises

Marketing Ethics and Social Responsibility

Tutorials

• Marketing Ethics and Social Responsibility

Readings

• Email Marketing Ethics and Spam Reporting
• Principles of Business Ethics

Activities

• Self-test
• Internet Exercises

Recommended Texts

Marketing Strategy 3rd Edition O. C. Ferrell - Colorado State University Michael Hartline - Florida State University 0324201400 Check the availability and buy your books from our Bookshop.

Strategy and Tactics of Pricing, The A Guide to Profitable Decision Making: International Edition 3rd Edition Thomas Nagle, Reed Holden 013122753X (Paperback) Nov 2001, 398 pages Check the availability and buy your books from our Bookshop.

Resources

• How to Analyze a Case
• Marketing News Summaries