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
- Introduction
- Definition of a brand
- The ‘Why’ Question – to Brand or Not to Brand
- Branding Strategies
- The Concept and Measurement of Brand Equity
- Packaging
- Packaging Strategies
- Summary
- 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