Strategic Marketing Management:

An Overview Perspective
 Resource-Based View (RBV) & MARKETING MANAGEMENT Market-Based Perspective
(VRIO*) - INTERNAL Core Concepts (MBP) - EXTERNAL
Corporate Level Strategy □ Needs, Wants & Demands
( Strategic Business –Unit(s) ) □ Market Driven Offer Consumers
: Decision-making □ Customer Value & Satisfaction Centric - Focused
: Guides & Control □ Exchange & Relationship & Trust
OBJECTIVES & GOALS

BRAND ACCEPTANCE
: Resources & Allocation □ Market Dominance & Sustainable
( VISION AND MISSION )

□ Managing Marketing Intelligence (MMI)

Customers
Manufacturer SEGMENT • TARGET • POSITION (STP)

LOYALTY
: Trendy & Attainable
Products : Reliable Quality
Provider DIFFERENTIATION & CORE COMPETENCIES : Value Delivery Process
Services PRODUCT LIFE CYCLE (PLC) : Satisfaction experience
A. I. D. A. S. A. Model : Attachment (social -
Attention & Involvement, Desire & Action, Satisfaction & Attachment status levels)
(needs & wants) (positive decisions) (feel-good-factor)
Marketing Level Strategy (social - status levels)
( Strategic / Tactical ) Intermediaries
: New market potentials / Converts
Planning & Operationalise B2B & B2B2C & B2C
: Short / Medium or Long term
* VRIO – Valuable, Rare, not Imitable and able to Organise
(Micro) STRATEGIC TOOLS/MARKETING MIXES (Macro)
Marketing Mixes – 4P’s 7P’s 8P’s P. E. S. T. L. E. G
1. Company Boston Consulting Group (BCG 1. Political
2. Customers / Publics 2. Economic
3. Competitors
Matrix) 3. Social-cultural
4. Marketing Intermediaries Ansoff’s Matrix / Market Mix 4. Technology / AI
5. Suppliers Porter’s 5 Forces – Generic Strategies 5. Legal
6. Internal “Conflicts” SWOT / STEEPLE 6. Environment
7. Global
MM Framework Design by: Jeffery Lim
In the era of rapid consumers behavioral change, businesses must adapt and implement
intelligent marketing strategy to maintain and leads in long-term lasting competitive
advantage.
Traditionally, organizations design marketing strategies based on their internal
capabilities and external position using an integrated strategy that merges
resource-based view (RBV) and market-based perspective (MBP).
These strategies are put into action to gain a competitive edge through their core
competences, which include producing value for customers, attracting and satisfying
them.

Marketing strategies play two important roles to sustain competitive advantage:

(1) encourage customers to return (according to market-based view), and

(2) create distinctive competencies through making core competencies VRIO*

(according to RBV). *VRIO refers to Valuable, Rare, not Imitable and to be
able to Organize

Organizations must consider innovative knowledge as a new input to sustain

competitive advantage and to develop intelligent marketing strategy (more than
internal capability and external position as existing inputs).
 Competitive
Marketing capabilities advantage

Source of information: Hashem Aghazadeh/Procedia – Social and Behavioral Sciences 207 (2015) p125-134
Source of information: Hashem Aghazadeh/Procedia – Social and Behavioral Sciences 207 (2015) p125-134
Source of information: Hashem Aghazadeh/Procedia – Social and Behavioral Sciences 207 (2015) p125-134
Source of information: Hashem Aghazadeh/Procedia – Social and Behavioral Sciences 207 (2015) p125-134