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7/25/2019 Marketing Leading Strategy Management
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GRAHAM HOOLEY NIGEL F. PIERCY BRIGETTE
NICOULAUD
1Market-led strategicmanagement
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Introduction
Marketing, centering on identifyingand satisfying customerrequirements at prot
In greyser terms, marketingmigrated from being functionaldiscipline to how business should be
run More than paying lip service to
marketing6-2
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DOYLE DISTINGUISHESBETWEEN THEFOLLOWING
6-3
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Radical strategies
ompanies achieve spectaculargrowth in sales and prots withoutbuilding customer value through
superior products !cquisition based
Marketing department based "#igh level
of advertising, proliferating productlines$
%ublic relations based "media hype toattract customers$
6-4
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Rational strategies
#igh short term performance throughproducts cheaper than traditionalcompetitors Ma&or innovations in technology,
marketing methods or distributionchannels
!mstrad in electronics, and personalcomputers "%s$, sock shop in specialtyretailing
6-5
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Robust strategies
ompanies achieve steadyperformance over long period bycreating superior customer value and
building long'term customerrelationships( )uperior customer value, long'term
investments in relations with suppliers,distributors and o*er long'termadvantage
6-6
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WEBSTER PROPOSESMARKETING AS A SET OFPROCESSES
6-7
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+alue'dening processes
%rocesses that enable theorganiation to understand itsenvironment in which it operates
better "understand resources andcapabilities$ )uch as market research, buying
behavior, product use and so on
6-8
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+alue developing processes
%rocesses that create valuethroughout the value chain %rocurement strategy, vendor selection,
strategic partnership with serviceproviders etc(
6-9
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+alue'delivery processes
%rocesses that enable the delivery ofvalue to customers )ervice delivery, customer relationship
management, management ofdistribution and logistics,communication processes "such asadvertising and sales promotion$ andcustomer support services etc(
6-10
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THE MARKETING CONCEPTAND MARKETORIENTATION
6-11
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-enition of marketing
-enition from .errell and /ucas"0123$4
Marketing is the process of planningand e5ecuting the conception,pricing, planning and distribution ofideas, goods and services to create
e5changes that satisfy individual andorganiational ob&ectives(
6-12
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6-13
Providersgoas
)urvival.inancial
)ocial)piritual
C!s"o#ersgoas
)olutions6enets
7ell'being
Offers
Services, pr!"c#s$
customers &providers satisfaction
Responses
P"rc%&ses, s"ppr#
Fi'"re (.( M!e) * +"#"& ) ) -ee* ic i& ) e/c%&'es
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Marketing concept
Marketing involves the following4 organisational culture4 set of values and
beliefs for the organisation to serve
customers needs strategy4 develop e*ective responses to
changing market environments bydening market segments, anddeveloping and positioning producto*erings for targets
tactics4 concerned activities of product
management, pricing, distribution and6-14
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Market orientation
%hilosophy of marketing into reality
-enition from 8ohli and 9aworski"011:$4 Market orientation are activities toward
developing an understanding ofcustomers current and future needs(
6-15
t t t
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omponents an conte5t omarket orientation are
proposed4 ustomer orientation ;nderstanding costumers to create superior
value
ompetitor orientation !wareness of the short'long term competitor
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ustomerorientation
Interfunctional
cordination
.ocus on thelong term
ompetitororientation
6-17
Market-led
organizational
culture
Fi'"re (.0 C+pe#s &! c#e/ # * +&r1e#
r ie #& # i
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Resource based view ofmarketing
.ocus on >core competencies