Professional Documents
Culture Documents
IPPTChap 001
IPPTChap 001
IPPTChap 001
Market-Oriented
Perspectives Underlie
Successful Corporate,
Business, and
Marketing Strategies
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
What is a Strategy?
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Components of Strategy
Scope
Goals and objectives
Resource deployments
Identification of sustainable
competitive advantage
Synergy
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-3
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-4
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-5
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Market-Oriented Management
Market-Oriented
Management
making
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Source: Reprinted with permission from Marketing Management, published by the American Marketing Association, Frederick E. Webster Jr., Executing the New
Marketing Concept, Marketing Management 3, 1 (1994), p. 10.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-8
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-9
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-10
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Competitive conditions
Different levels of economic
development across industries or
countries
Strategic inertia
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-11
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-12
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Globalization
Increased importance of service
Information technology
Relationships across functions and
firms
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
customers needs
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Decision-making focus
Analysis of the four Cs
Integrating marketing strategy with
the firm's other strategies and
resources
Market opportunity analysis
positioning decisions
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
1-16
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Customers
Competitors
The external environment
Objectives
Marketing actions
Resource allocations
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Executive summary
Current situation and trends
Performance review
Key issues
Objectives
Marketing strategy
Action plans
Projected profit-and-loss statement
Controls
Contingency plans
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.