MARKETING STRATEGIES AND PLANS
Subject content
INTRODUCTION
- Levels of Planning
- Marketing Strategy and Planning
- Market Segmentation, Targeting and Positioning
- Basis for Segmenting Consumer Markets
- Basis of Segmenting Business Markets
ENVIRONMENTAL VARIABLES
- The Business Environment
- SWOT Analysis
- External Environmental Factors
- Micro Environment/Internal Factors
PRODUCT POSITIONING AND TARGETING
- Product Positioning and Targeting
- Product Positioning Strategies
- Product Differentiation Strategy
- Developing Growth Strategies
COMPETITIVE STRATEGIES
- Questions about the level of competition
- Michael Porter’s Competitive Strategies
MANAGEMENT OF THE MARKETING MIX ELEMENTS
- Product Decisions
- Pricing Decisions
- Distribution Decisions
- Promotion Mix Decisions
- Effective Communication Campaign
- Deciding the Communication Media
- Deciding the Communication Budget
- Evaluating Communication Effectiveness
- Promotion Mix Strategies
MARKETING ORGANIZATIONAL STRUCTURES
- Functional Organization
EVALUATION, IMPLEMENTATION AND CONTROL
- Evaluation and Selection of a strategy
- Criteria for Strategy Evaluation
- Strategy Implementation
- Strategy Control
- Types of controls
REFERENCES
Arthur, A., Thompson Jr. and Strickland III, (1989) Strategy, Formulation and Implementation: Tasks of a General Manager, 4th Ed.
Cravens, D.W. and Piercy, N. F. (2003) Strategic Marketing, International Edition, McGraw- Hill, 7th Ed., Boston.
Hill and Jones (2001) Strategic Management Theory: An Integrated Approach, New York.
Kotler, P. (2002) Marketing Management, Pearson Education Asia, Millennium Ed..
Pearce, R. and Robinson Jr. (1991) Strategic Management; Formulation, Implementation and Control, 4th Ed..
Pearce II, Richard and Robinson Jr. (2002) Strategic Management: Strategy, Formulation and Implementation, 3rd Ed., India.