Marketing strategy lecture notes pdf

After completing this chapter, student should be able to understand. Business strategy lecture notes colbourne college online. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Mba strategic management lecture notes pdf download mba 3rd. Get internet marketing management pdf, lecture notes,ebook download for mba in mba marketing notes, ebooks download section at.

Lecture notes marketing management sloan school of. What is marketing marketing is the management marketing is the management process that identifies, anticipates and satisfies customer requirements profitablyprofitably. Different marketing mixes are offered to different segments. Customer centered marketing strategy stp segmentation, targeting, positioning developing the marketing mix 4p product, price, place, promotion. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. Integrated marketing communication strategy 2 marketing communication mix or promotion mix products design products price products package stores that sell the product 3 the changing communications environment two factors are changing the face of todays marketing communications. Mba service marketing familiarize with the special characteristics of services relevant to marketing. Besides customer relationship management, marketers must also invest in. Notes on basics of marketing 2 p a g e notes understanding customers module introduction. Marketing is not about promotion or advertising only. The marketing plan co a marketing plan is a road map for the marketing. 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. Four conditions must exist for an exchange to be able to occur.

The product itself may or may not be different in many cases only the promotional message or distribution channels vary. Trace the origin of marketing and explain how it has evolved. 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. Principles of marketing lecture notes, lectures 1,3,4,7,8.

It has been documented in literature that global marketing strategy requires a new way of thinking about global marketing operations jeanpierre jeannet, 2005. Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customer, clients, partners and society at large. Production, sales, marketing, purchase, human resources, administration, inventory stock, it systems, accounts etc. Introduction to marketing and marketbased management. Developing a marketing plan is your group project assignment. Brandscan now be direct sellers, content producers, bloggers, tweeters and even friends without having to rely on media to deliver those messages. Geoinformationgeoinformationand ict in market research and ict in market researchand ict in market research marketing notesmarketing notes. Lecture notes marketing strategy sloan school of management. 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. Find materials for this course in the pages linked along the left. Med surg exam 2 pdf summary brunner and suddarths textbook of medicalsurgical nursing.

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. As the old saying goes, every business is a good business if you have a customer. If you want a strong online advertising campaign you have to spend money. Sudharsan 1995 marketing strategy creates pathways to a desirable future. The distinction between strategic thinking, strategic management and strategic planning 45 strategy in actionquick strategic thinking in unfavourable circumstances45 strategy in actionsony the disruptive innovator 50 principles for the successful use of strategy 61 finding the right strategic mix of entrepreneurial creativity and.

Marketing a servicebased business is different from marketing a productbased business. Strategy a firms model of creating a competitive advantage strategy is about which industry to compete in corporate strategy and how to compete what you do differently visavis competitors business strategy strategy studies why some persistently outperform others ie rents persistent abnormal profits 3. It is the process of measuring the results of marketing strategies and taking corrective action to ensure that m objectives are attained. Understanding integrated marketing communication, budgeting, evaluation of integrated marketing communications, creative execution in advertising, regulation, social and ethical aspects of advertising and promotion, federal regulation of advertising. Summaries, past exams, lecture notes and more to help you study faster. A strategic plan is an overall defined course of organizational action for a set period of time that guides daytoday decisionmaking and activity. There are many types of global marketing strategies which marketers develop to success in world market.

Summary principles of marketing kotler worldsupporter. I will also share the lecture notes on this subject. Traditional approaches that have worked for decades, or even centuries, are being swept away. Inside any company, a large number of activities are carried out by big groups of individuals, spread across multiple departments e. K 2 1 strategy analysis lecture 2 business scope and the remote environment the role of insights in strategic analysis requires creative imagination business scope determines your playing field the domain of interest for the strategy to be developed the key concepts and tools for external analysis remote. The output from the ansoff productmarket matrix is a series of suggested growth strategies which set the direction for the business strategy. In their place are a confusing mix of new, digital methods of building online presence of your brand, reaching out to customers and adding value to their relationships. Check out all principles of marketing study documents.

Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. Market penetration market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets. A strategy is an administrative course of action designed to. The environment shapes, and is shaped by, marketing strategy.

The process of strategic market planning yeilds a marketing strategy s that is the framework and the development of the marketing plan. Strategy relates an organization to its external environment. Principles of marketing understand the marketplace and customer needs and wants design a customerdriven marketing strategy construct an integrated marketing program that delivers superior value build profitable relationships and create customer delight build profitable relationships and create customer delight marketing process capture value. Emarketing advantages and disadvantages of emarketing. Selective specialization this is a multiplesegment strategy, also known as a differentiated strategy. 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. Ict in market research and ict in market researchand ict in market research marketing notesmarketing notes marketing strategy. Pdf marketing communications lecture notes robert cluley. Sub topic marketing environment strategy marketing plan industry. Marketing management notes pdf download dailybased. Planning designing the blueprint for the future, characteristics of a good marketing plan, importance of marketing planning, strategic corporate planning by top management, vision by. Marketing is a complex topic or a concept which is used to make a comprehensive plan of action or a strategy to increase sell, create awareness about brands and products etc. It is most helpful to students pursuing careers in which they need to look at the firm as a whole.

Integrated marketing communication strategy communication is always one of the vital and most important strategic areas of any companys success. Global marketing environmental factors affecting marketing. Lecture notes on integrated marketing communication. Kotler 1997 the selection of target markets, the marketing mix and the marketing expenditure levels. Strategy provides direction in which human and physical resources will be deployed for achieving organizational goals in the face of environmental pressure and constraints. Consideration of strategic choices who are we targeting. Should include a mission statement, objectives, and focused strategy aimed at our intended audience. Hi guys, i am sharing with you this excellent ebook on internet marketing management in pdf format. The integrated marketing strategy with a cohesive an d consistent me ssage. Mar 11, 2015 hi guys, i am sharing with you this excellent ebook on internet marketing management in pdf format.

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. Principles of marketing lecture notes, lectures 1,3,4,7,8 lecture notes. Business strategy lecture notes colbourne college on. Geoinformation and ict in market research marketing notes.

Consumers can seek out those brands, connect with them through social networks, tweet about them, and instantaneously let all their friends. 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. Fulfilment of wants of the prospects is one the important goals of marketing activities. 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. E marketing is referred to those strategies and techniques which utilized online ways to reach target customers. The concept of strategy the concept of strategy in business has been borrowed from military science and sports where it implies out maneuvering the opponent. Business strategy course online course goal the goal of this unit is to give learners the knowledge and understanding of how a business unit can strategically organize and plan for likely future outcomes in order to be successful. Global marketing environment can simply be defined as all the factors and forces inside or outside an organization or company which affects the marketing strategy to build and maintain successful relationships with targeted customers. The term strategy began to be used in business with increase in competition and complexity of business operations. 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. Mba strategic management lecture notes pdf download mba. This ebook is highly recommended for mba or management students. Mba marketing management full notes pdf download mba 2nd.

The strategic market plan is not a marketing plan, it is a plan of all aspects of an organizations strategy in the market place. Mba service marketing notes pdf download mba 4th sem. The marketing plan co a marketing plan is a road map for the marketing activities of an e. Describes the major elements of marketing strategy. The product itself may or may not be different in many. Marketing is the delivery of customer satisfaction at a profit. Internet marketing management ebook,lecture notes,pdf. The output form such marketing strategy analysis and choice or strategic marketing decision is a marketing strategy statement. Brand positioning is a marketing strategy which aims to make a brand occupy a distinct position, relative to competing brand, in the mind of the customer. Previous article barron gre word list download pdf. If you continue browsing the site, you agree to the use of cookies on this website.

Paperwork such as invoices, tickets and despatch notes. Marketing communications lecture 1 introduction marketing communications theory marketing communications industry ethics in marketing communications. Exchange is the focus exchanges are carried out by business firms, and also by non business organisations and even individuals. Strategic management entire course notes created date. Lecture notes marketing strategy and planning studentvip. The basic mantra of marketing is to get the customer interested in the products or services that you are offering.

Lecture notes this note is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. A marketing strategy should be centred around the key concept that customer satisfaction is the main goal. Freely browse and use ocw materials at your own pace. Strategy is a contingent plan as it is designed to meet the demands of a difficult situation. A company can have the best and most innovative products or services, but if companys internal as well as external communications are weak, then the demand for that companys products or. Global marketing strategies, global marketing product. A marketing strategy is an integrated set of choices about.

In very simple terms marketing means communicating the right message, to the right people using right medium. Principles of marketing notes, summaries and exams studocu. Digital marketing tutorials for beginners 2020 download pdf. Planning is about the results, and our plan must be measured by the results it produces. Chapter 5 marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives.

This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr. Two or more people or organisations must be involved the parties must be involved voluntarily each party must have something of value to exchange, and the parties must believe. Definition marketing communications is a management process through which an organisation engages with its various audiences. Marketing provides a philosophy, input and strategies for the strategic business units. Internet marketing management pdf,lecture notes,ebook. 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 cost of web site design, software, hardware, maintenance of your business site, online distribution costs and invested time, all must be factored into the cost of providing your service or product online. Note on marketing strategy background note harvard.