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Inner:
Core idealogy >
Middle:
TM ;
offer;
how can you improve;
how competitive is industry (middle) >
Outer circle of influence:
environment
Core of Marketing:
Product; price; distribution; promotion; brand; consumer behavoiur; competitive
advantage; differentiation; marketing plan; marketing research; international marketing.
Competitive Advantages:
Organisational:
big economies; flexibility; size; response speed; past performance; reputation
Departmental/Functional:
Marketing: Customer Base; cstmr knowledge; pricing; advertising; distribution; sales
force; reputation
Research: Techology; Patents
Production: Technology, efficiency, big economy; experience, quality, manufacturing
flexibility
Personnel: Good Relations; Work Force Flexibility
External Bodies:
Loyalty; Channel Control; preferential political/legislative treatment; monopolies;
Why do marketing/branding strategy?
Control the future:
watch changing market environment
make sense of difficult issues
know how to change business direction
strengthen position to make entry barriers for competition
Focus ur People
clarify purpose
find opportunities/potential problems
force managers to be coherent
highlight weak areas
increase growth/profit
employee development
create a corporate framework for budgets
Increase leadership skills
make everyone smarter
management must learn to think and do
Improve communication
across departments, thinkin the same
coordination + cooperation
push strategic issues to leadership
More entrepreneurial spirit!
increase motivation, passion for 'doing things right' this shit makes me wanna
spew.
Making a mission (as easy as baking a cake, a really boring cakE)
How
creative; innovative; reliable;
distribution channels
advertising
What (is the solution)
Specialised solutions
Superior knowledge/skills
Unique positioning; high quality; differentiated
Who
Target market: clients; niche; international; global
Stakeholders: Shareholders; employees; community
To Be: The best/leading
bleh
in South Africa / The World
To: Maximise shareholder value/ achieve one billion percent growth, be socially aware
Segmentation by:
Benefits Sought; Usage Level; Application; Organization Type; Geographic Location;
Customer Loyalty; Price Sensitivity
Customer Motivation: what in ur product do they value most; their objectives
UnMet Needs: why not satisfied?; severity & incidence of problems; do
unmet needs = competitor's advantage?