Michael porters generic strategies study lecture notes. E marketing is referred to those strategies and techniques which utilized online ways to reach target customers. Notes on basics of marketing 2 p a g e notes understanding customers module introduction. These strategic tactics used by different companies in order to penetrate a market and after penetration then sustain a strong advantage over the competitions. Emarketing advantages and disadvantages of emarketing. Unit 1 marketing of services pondicherry university. A marketing strategic plan is a strategic roadmap that business entities use to organize, execute and track their marketing strategy over a certain period of time. Should include a mission statement, objectives, and focused strategy aimed at our intended audience. Mba marketing management full notes pdf download mba 2nd. Understand the essential components of marketing strategy formulation.
This involves a number of activities such as product planning, pricing, promotion, use of. Introduction to marketing and marketbased management. Porters generic strategies are also called porter marketing techniques. Building a foundation for your future 4 customer characteristics and purchasing hot buttons provide the information needed to decide whether the firm can and should attempt to gain or maintain a sustainable competitive advantage for marketing to a particular market segment lehmann and winer 1994.
Describes the major elements of marketing strategy. This can be as straightforward as an extension of existing marketing strategies to a total customization of the marketing mix product, price, place and promotion for a specific country. Marketing strategy mba notes 2010 dr amit rangnekar. Koutons other competitive strategies marketing strategy mba notes 2010 dr amit rangnekar firms that are not market leaders in an industry are still quite significant vodafone, hyundai and can attack the leader and other competitors in an aggressive bid for further market share market challengers or follow the leader market followers. Marketing strategy mba notes 2010 dr amit rangnekar indirect strategy to bypass enemy and attack easier markets to broaden resource base.
Mba service marketing notes pdf download mba 4th sem study. This process is referred to as the swot analysisso named be cause it examines the strengths and weaknesses of the organization, as well as the. Basic marketing strategies for improving business performance in the turf and lawncare industry 2 keeping customers is the key to surviving and prospering in todays highly competitive marketplace. Word market has been widely and variedly used to mean a a place or a. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext.
Controllable forces consist of marketing policies and marketing strategies. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr. Originally used at the grapefruit economic workshop, this material was. In modern terms we can say that the customer is the king. Pdf strategic marketing, marketing strategy and market. Note on marketing strategy background note harvard. To stay ahead, businesses will need to distinguish themselves, primarily.
It requires management who is constantly aware of changes that are occurring in the marketplace and is able to adapt the people and resources. Upset the industry and resource fits of established competitors. These factors or forces influencing marketing decisionmaking are collectively called marketing environment. Ict in market research and ict in market researchand ict in market research marketing notesmarketing notes why marketing strategy is necessary. Steps in segmentation, targeting, and positioning 1. The top management is responsible for framing broad policies. Summary principles of marketing kotler worldsupporter. Learning objectives define marketing in official and real world terms list at least five viable market segments. Marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. Involves diversifying into unrelated products or diversifying into new geographies or leapfrogging into new technologies to supplant existing brands. Hunt notes that ra theory and its three foundational strategies, and the sixteen foundational premises of marketing strategy complement each other in securing. Ppt developing marketing strategies and plans chapter 2. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways.
A marketing strategy should be centred around the key concept that customer satisfaction is the main goal. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. If youre looking for a free download links of digital marketing pdf, epub, docx. Nov 16, 2014 a read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Services marketing services marketing is marketing based on relationship and value. Lecture 9 marketing strategy pdf linkedin slideshare.
The process of strategic market planning yeilds a marketing strategys that is the framework and the development of the marketing plan. Marketing strategy plan to combine the 4 ps of marketing product, price, place, promotion in the right combination to achieve a marketing objective. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Price lining and bundle pricing optional and captive product pricing product mix pricing strategies adjusting prices to maximize the profitability for a group of products rather than just one item. Trade characters animal, people, animated characters, objects, and the like that are used to advertise a product or service, that come to be associated with that product or service. Branding strategies there are various branding strategies on which marketing organisations rely to meet sales and marketing objectives. The development of the marketing mix for that country requires international marketing. Planning is about the results, and our plan must be measured by the results it produces. Any university student can download given mba services marketing notes and study material or you can buy mba 4th sem services marketing books at amazon also. Complete notes, lecture notes, short notes, study notes and introduction to marketing notes.
Mba service marketing notes pdf download mba 4th sem. Global marketing strategies, global marketing product. Marketing is commonly misunderstood as an ostentatious term for advertising and promotion. Marketing policies are framed by the firm depending on its marketing philosophy. Marketing objectives could include maintaining market shares, increasing sales in a niche market, increasing sale of an existing product by using extension strategies etc.
Recap twitter campaigns how media organisations utilise data how media organisations utilise realtime opportunities social media analytics targeted digital advertising the rise of sentiment analysis introducing big data introducing content marketing introducing seo chunking content a social media object 2. If you continue browsing the site, you agree to the use of cookies on this website. Marketing management is the art and science of choosing target markets and building profitable relationships. Global marketing strategies brings managers to develop a global mindset as the first step. It comprises all those forces which have an impact on market and marketing efforts of the enterprise. Geoinformationgeoinformationand ict in market research and ict in market researchand ict in market research marketing notesmarketing notes. This book is licensed under a creative commons attribution 3. The basic elements of a marketing strategy consist of 1 the target market, and. A marketing plan deals primarily with implementing the market strategy as it relates to target markets and the marketing mix. Pdf strategic marketing, marketing strategy and market strategy. Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles. There are millions of internet users that daily access different websites using a variety of tools like computers, laptops, tablet and smart or android phone devices, and the number of internet users are increasing very rapidly.
Logo marketing lecture notes dimitris drosos lecturer technological education institute of piraeus business school. Marketing management introduction notes marketing is the process of satisfying the needs of a consumer. Mickey smith, rph, phd director, center for pharmaceutical marketing and management university of mississippi. Hunt notes that ra theory and its three foundational strategies, and the sixteen foundational premises of marketing strategy complement each other in securing the theoretical foundations of the. Develop marketing mix for each target segment market positioning market targeting market segmentation. It starts with the identification of needs and wants of a market and continues till the needs and wants are satisfied. Marketing a servicebase business is different from marketing a productbase business. Find materials for this course in the pages linked along the left. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. The mindset is the viewpoint or frame of mind that the marketer carries at global level. International marketing exam notes marketing and marketing. Geoinformation and ict in market research marketing notes.
Basic marketing strategies for improving business performance. Marketing environment study notes your article library. The marketing strategy of amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. The word market comes from the latin word marcatus which means merchandise or trade or a place where business is conducted. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal.
This process is referred to as the swot analysisso named be cause it examines the strengths and. The customers would love the products that they just bought and would tell their friends and family or even to an extreme situation wherein they tell complete strangers about the product. Marketing activities are influenced by several factors inside and outside a business firm. Ideally, text would be used for the album notes listing the tunes, artists, and playing time. According to philip kotler, marketing environment refers to external. This article aims to give you an indepth overview on some of the most important topics relating to marketing and. Continue to do this a marketing strategy is an integrated set of choices about how we will create and capture value, over long periods of time. The process takes into account the current position of the company, helps in identifying promotional opportunities and then evaluating these opportunities the fullest. This is probably the most basic of all marketing strategies as well as the oldest of all of them and the most reliable. Word market has been widely and variedly used to mean a a place or a building where commodities are bought and sold. The basic mantra of marketing is to get the customer interested in the products or services that you are offering.
Emarketing is referred to those strategies and techniques which utilized online ways to reach target customers. Complete study and lecture notes on marketing especially compiled for bba, bcom, mcom and mba students. Positioning for competitive advantage products position the way the product is defined by consumers on important attributes the place the product occupies in consumers minds relative to competing. Thus from the above definitions one can assert that a marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Fulfilment of wants of the prospects is one the important goals of marketing activities.
These plans can include separate marketing strategies for various marketing teams across the company, but all of them work toward the same business goals of the organization. This document is fe709, one of a series of the food and resource economics department, ufifas extension. A marketing strategy is a business overall game plan for reaching people and turning them into customers of the product or service that the business provides. Watson university of georgia, usa introduction electronic commerce is a revolution in business practices. A marketing strategy plan is an ongoing process through which the company creates various marketing strategies and plan that it implements in the target market. Building a foundation for your future 2 introduction this workbook is designed to help producers become more familiar with how to construct a strategic marketing management program for their business. What is marketing marketing is the management marketing is the management process that identifies, anticipates and satisfies customer requirements profitablyprofitably. The global mindset is characterized by a different view of the opportunities and the facts of the world market. A note of caution when using this in a practical way.
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