Strategic Marketing Management notes – University notes

STRATEGIC MARKETING MANAGEMENT

Subject Content

AN OVERVIEW MARKETING MANAGEMENT

  • The Nature of Marketing
  • Marketing Applied
  • Marketing Defined
  • Marketing Influences Demand
  • Orientation to the Market Place
  • The Marketing Effort
  • Summary
  • Review Questions

THE ENVIRONMENT OF MARKETING

  • Environmental Forces and Marketing
  • The Micro Environmental Forces
  • The Macro Environment
  • The Internal Environment of the Firm
  • Summary
  • Review Questions

STRATEGIC MARKETING PLANNING

  • Introduction
  • The Strategic Planning Process
  • Developing the Marketing Strategy
  • The Marketing Mix
  • Summary
  • Test Questions

BUYER BEHAVIOUR – CONSUMERS AND INDUSTRIAL BUYERS

CONSUMERS BUYERS

  • Consumers and Buying Roles
  • A Model of Consumer Behaviour and Major Influencing Factors
  • Socio-Cultural Factors Influencing Consumer Behaviour
  • Psychological Factors Influencing Consumer Behaviour
  • Types of Buying Behaviour

INDUSTRIAL BUYERS

  • Characteristics of Industrial Markets
  • Participants in the Industrial Buying Process
  • Purchasing Decision Criteria
  • The Industrial Buying Process Stages
  • Test Questions

MARKET SEGMENTATION, TARGETING AND POSITIONING

  • Strategic Approaches to Segmentation
  • Segmentation Bases
  • Steps in Target Marketing
  • Positioning
  • Bases for Positioning
  • Re-Positioning
  • Summary
  • Test Questions

NEW PRODUCT PLANNING AND DEVELOPMENT

  • New Product – Meaning and Types
  • New Product Development – Why and How?
  • Stages in the New Product development Process
  • Consumer Adoption Processes
  • Summary
  • Questions

PRODUCT CLASSIFICATIONS & PRODUCT MIX

  • Introduction
  • Product classification systems
  • Classifying Consumer Products
  • Classifying Services
  • Product Mix and Product Line
  • Product Mix Decisions
  • Summary
  • Questions

BRANDING AND PACKAGING – STRATEGIES AND DECISIONS

  1. Introduction
  2. Definition of a brand
  3. The ‘Why’ Question – to Brand or Not to Brand
  4. Branding Strategies
  5. The Concept and Measurement of Brand Equity
  6. Packaging
  7. Packaging Strategies
  8. Summary
  9. Questions

CHANNELS OF DISTRIBUTION

  • Introduction
  • Definition
  • Channel Functions
  • Main Channels & Distribution
  • Factors affecting the choice of Distribution channels
  • Summary
  • Questions

DEVELOPING A CHANNEL STRATEGY

  • Introduction
  • Guidelines for developing a channel strategy
  • Changes in Channels & Distribution
  • Classification of middlemen
  • Measurement of the efficiency of the channels & distribution
  • Summary
  • Questions

PRICING ROLE OF PRICE IN MARKETING STRATEGY

  • Introduction
  • Importance of price to marketing
  • Normal price and market price
  • Factors affecting pricing decisions
  • Price of a product in relation to market price.
  • Function of prices
  • Summary
  • Questions

Further Readings

David A. Aaker, Strategic market management, 6th edition, John Wiley & Sons Ltd, inc, 2002.

Ramanuj Majumdar, Marketing strategies, Allied publishers limited, New Delhi, 1996

CIM study Text book ( 2004/2005), Strategic marketing management, BPP

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