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Meaning And Definition Of Marketing Strategy Pdf

meaning and definition of marketing strategy pdf

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Everything you need to know about marketing strategies.

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Marketing Strategy

To browse Academia. Skip to main content. By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. Log In Sign Up. Download Free PDF. Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises Journal of The Academy of Marketing Science, Research essays.

Download PDF. A short summary of this paper. Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. The user has requested enhancement of the downloaded file. All in-text references underlined in blue are linked to publications on ResearchGate, letting you access and read them immediately. It also proposes a definition for marketing strategy, the focal organizational strategy Keywords Strategic marketing.

Marketing strategy. Market strategy foundational premises of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of organizational, inter-organizational and environmental Introduction phenomena concerned with 1 the behavior of organizations in the marketplace in their interactions with consumers, The evolution of strategic marketing as a field of study, over the customers, competitors and other external constituencies, in past few decades, can be viewed as a confluence of the context of creation, communication and delivery of perspectives, paradigms, theories, concepts, frameworks, prin- products that offer value to customers in exchanges with ciples, methods, models and metrics from a number of related organizations, and 2 the general management responsibil- fields of study, chief among them being marketing, strategic ities associated with the boundary spanning role of the management and industrial organization IO economics.

Chief among the Day , p. Against this backdrop, the standpoint of questions that should be the focus of the primary objectives of this paper are to delineate the scholarly research and topics that should be covered in a domain of strategic marketing as a field of study, and marketing strategy course.

Second, defining the domain of propose a definition for marketing strategy as an organiza- marketing strategy research as including only firm-level tional strategy construct. Exploration of issues fundamental strategic marketing issues, decisions and problems is clearly to the field of strategic marketing and enumeration of at variance with the cumulative body of literature on certain foundational premises of marketing strategy consti- strategic marketing related topics that is published in tute the secondary objectives of the paper.

These sections are marketing strategy research is defined as including all preceded by a section devoted to elaboration of the firm-level strategic marketing issues, or as including strategic rationale for focusing on the above issues and are followed marketing issues at all levels in a firm as argued by a discussion section and a conclusion section.

Fourth, defining the domain of strategy at the firm level in a multi-business firm and marketing strategy research as being concerned with business strategy strategy at the business unit level in a strategic marketing issues, decisions, and problems suffers multi-business firm are among the organizational strategy from the problem of circularity. Against this backdrop, the constructs that are the focus of the field. However, in the first objective of this paper is to delineate the domain of marketing discipline, the terms strategic marketing and strategic marketing as a field of study.

In the remainder of the paper, In , the American Marketing Association AMA the term strategic marketing is used in reference to the field adopted the following as its official definition of marketing of study and marketing strategy in reference to the Marketing News , p. Although the above does not and Raj Venkatesan and the immediate past co-chairs Venkatesh constitute an official domain statement of the SIG, it Shankar and Satish Jayachandran of the American Marketing nevertheless serves to highlight the need for further debate Association Marketing Strategy Special Interest Group.

While, over the years, marketing behavior of organizations. Against this backdrop, a second objective of this with managing marketing behavior. These can be defined as the corporate, business or between 1 marketing strategy and marketing tactics, and SBU and functional or operating levels In addition to the 2 marketing strategy and marketing management. Con- three levels of strategy, we can identify three distinct sider, for instance, the distinction between marketing dimensions of marketing—marketing as culture, marketing strategy and marketing tactics.

An examination of journal as strategy and marketing as tactics Marketing as articles and marketing textbooks textbooks on principles of strategy is the emphasis at the SBU level, where the focus marketing, marketing management and marketing strategy is on market segmentation, targeting, and positioning in reveals diverse points of view including the following: 1 defining how to compete in its chosen businesses.

Tactical launch decisions are marketing mix and promotion ; and 3 in still other sources, certain decisions such as communication and promotion, distribu- marketing behaviors in the realm of each of the 4Ps are tion, and pricing that are typically made after strategic characterized as marketing strategy e.

In regard to the distinction between marketing management Some marketing decisions made by organizations in every and marketing strategy, in an editorial essay, Cunningham and one of the above realms are bound to be strategic and others Robertson , p. Also, given the dynamic and evolving nature literature today, marketing management is concerned with of the field, circumscribing the scope of strategic marketing target market selection and the design of the marketing decisions as pertaining to specific issues e.

The marketing management literature addresses segmentation, target market selection and positioning; issues at the level of the individual product or brand Drawing attention to the problem with the strategic business unit. Thus there is good reason to drop the word advantage. Rather, marketing is one of the most dynamic the characterization of marketing decisions as strategic fields within the management arena.

The marketplace versus non-strategic i. Therefore, it is not surprising that new uous variable i. For instance, Sheth and Issues fundamental to the field of strategic marketing Sisodia point out that due to the contextual nature of marketing as a field of study, in the face of major Extant literature provides valuable insights into issues that contextual discontinuities, there is a need for a critical are fundamental to marketing as a field of study.

They instance, Hunt describes marketing science as the note that when one or more of the numerous contextual behavioral science that seeks to explain exchange relation- elements surrounding it e. Case in point is the impact of the Internet on directed at consummating exchanges, 3 the institutional marketing education, practice and research. Day and Montgomery delin- market environment.

Similarly, the current high level of eate the following as issues fundamental to the field of interest among marketing academics and practitioners in marketing: 1 How do customers and consumers really sustainability-related issues is destined to have a significant behave?

Teece, Pisano and Shuen note that transcend different types of products e. Against this 2 As might be noted, there are scholarly journals such as the Strategic backdrop, the fourth objective of this paper is to enumerate Management Journal and Journal of Strategic Marketing, but none certain foundational premises of marketing strategy.

Countless educational institutions, worldwide, offer courses on marketing strategy. However, it is doubtful as to whether any identify themselves as specialized in marketing tactics. The American Marketing Association Marketing Any attempt to set limits to a field of intellectual Strategy Special Interest Group is one of the largest special interest endeavor is inherently futile.

Against this backdrop, the remainder holds in regard to its marketing actions, activities or of this section is organized as follows. First, the question of behaviors. To elaborate, a cursory examination of market- what distinguishes strategic marketing decisions from those ing strategy and business strategy literature is indicative of that are not strategic is addressed.

For instance, Mintzberg a the evolution of the field of strategic marketing is points out that while a statement of strategy that is future presented. Third, a domain statement for the field of focused is an explicit guide for consistent future behavior of strategic marketing is proposed. Fourth, a conceptual the firm, one that is past focused describes consistency in framework Fig. Porter views the essence of strategy the proposed domain statement is presented.

Day performance decisions that can have a major impact on et al. Chief among the distinguishing character- tage. Within reason, the terms actions, activities and istics of strategic marketing decisions that stem by virtue of behaviors can be used interchangeably. Marketing Strategy Scope A1.

Principal Concerns: 9. Marketing Strategy Process4 Role of Marketing in 8. Inter-Organizational Horizontal Interfaces 4. Marketing Strategy 6. Market Segments domain of strategic marketing as a field of study, and do not constitute Scope: All market segments, subset of market segments, specific either an extensive or a comprehensive mapping of the domain of the market segment, etc.

For example, firms routinely make ongoing Marketing Strategy: Geographic market scope, market types scope and changes in strategy content in the aftermath of the outcomes of market segments scope. Geographic Market Scope: Global, multi- implementation.

Sizeable resource commitments that are either irreversible expected to be able to connect with nonstop flights more or relatively difficult to reverse The Boeing Dreamliner pairs of cities worldwide than is possible with current currently under development and the recently launched airplanes. The would be a relatively more fuel-efficient Airbus airplane by EADS European Aeronautic plane that can be configured with a seating capacity Defense and Space Company, the European parent compa- between to passengers an aircraft with a capacity ny of Airbus represent new product initiatives entailing better suited for serving more international city pairs with multi-billion dollar euro resource outlays.

These new nonstop flights. The recently launched Airbus , on the product decisions are reportedly based on different scenar- other hand, can be configured with a seating capacity of up ios and assumptions about how the market for commercial to passengers for commercial aviation an aircraft with passenger aviation is likely to evolve.

While the Boeing a capacity better suited to serve international city pairs that Dreamliner is a response to a future scenario in which a are major hub airports see Financial Times In growing proportion of international air travel will be point- addition, Airbus currently has under development the to-point between city-pairs, the Airbus is a response to Airbus scheduled for launch in to compete a future scenario in which a growing proportion of against the Boeing Dreamliner. Given the long lead international air travel will be between major international times involved in the development of new products such as hub airports at substantially lower costs per passenger the above, and the large number of suppliers, sub- mile.

Given the Greater impact on performance of the firm over the boundary spanning nature of the marketing function, it was long-term Under certain conditions, even seemingly argued that marketing personnel in organizations are likely straightforward decisions such as how much to spend on to be the most knowledgeable about the external environ- advertising, and whether to lower, increase or maintain the ment, and, therefore, are equipped to play a major role in current level of advertising expenditures can loom to a charting the strategic direction of the firm.

It is conceivable strategic marketing decision that has a lasting impact on the that at least some of the new research streams that emerged fortunes of a firm. A case in point, in the late nineteen- in the field of strategic marketing during the past three twenties, Kellogg and Post dominated the market for decades are a consequence of such calls for a broader packaged cereal. However, in the aftermath of the Great construal of the domain of the field.

An examination of Depression, while Post cut back on its advertising, Kellogg extant marketing literature is indicative of a number of doubled its advertising budget, moved aggressively into broad research streams with a strategic focus, including, but radio advertising and introduced new brands.

Research focusing on organizational level phenomena Relatively larger resource commitments During the s, that influence marketing strategy in important ways e. Research focusing on issues at the interface of corporate programs that offered consumers a free trial of its dial-up and marketing strategy e.

Most makes and models of new computers order of entry strategy and strategic alliances , and that were marketed to individuals and households came corporate, business, and marketing strategy e. The software, loaded on a disc, was also mailed the context of mergers and acquisitions. Research focusing on strategy at the corporate level e. Collectively, the numerous consumer sales promotion 5. Research focusing on strategy at the business unit level programs employed by AOL to distribute several million e.

The above exam- Jayachandran On the other hand, the marketing as well as preliminary validation for the boundaries of any proposed domain statement must be proposed domain statement is presented in the next section. The organizational, inter-organizational and environmental proposed domain statement presented in the next section phenomena constitutes a concerted effort to be responsive to the above issues.

Complementing the descriptive domain statement presented in the previous section, Fig. Here, the bidirectional links from Box A to Boxes 1 through 9 Building on extant literature and the foregoing overview of serve to denote that issues pertaining to marketing strategy the evolution of the field of strategic marketing, the and the general management responsibilities of the market- following domain statement is proposed: The domain of ing function in organizations that are commensurate with its strategic marketing encompasses the study of organizational, boundary spanning role are the principal concerns the field inter-organizational and environmental phenomena of strategic marketing.

In an attempt to highlight the role of concerned with 1 the behavior of organizations in the theories, principles, concepts, methods, models, metrics, marketplace in their interactions with consumers, customers, etc. In offer value to customers in exchanges with organizations, Boxes 1 to 9, a number of representative organizational, and 2 the general management responsibilities associated inter-organizational and environmental phenomena are with the boundary spanning role of the marketing function in delineated.

The bi-directional arrows shown in the figure organizations. A brief elaboration of some of the consid- denote conceptual links and not directional relationships.

Marketing strategy

This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of organizational, inter-organizational and environmental phenomena concerned with 1 the behavior of organizations in the marketplace in their interactions with consumers, customers, competitors and other external constituencies, in the context of creation, communication and delivery of products that offer value to customers in exchanges with organizations, and 2 the general management responsibilities associated with the boundary spanning role of the marketing function in organizations. Chief among the issues that are fundamental to strategic marketing as a field of study are the questions of how the marketing strategy of a business is influenced by demand side factors and supply side factors. This is a preview of subscription content, access via your institution. Rent this article via DeepDyve. Countless educational institutions, worldwide, offer courses on marketing strategy.

meaning and definition of marketing strategy pdf

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Marketing strategy From the origin of the concept to the development of a conceptual framework

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Marketing strategy From the origin of the concept to the development of a conceptual framework

Business executives draw a successful marketing strategy from market research. They also focus on the right product mix so that they can get the most profit. Put simply; a marketing strategy is a strategy designed to promote a good or service and make a profit. A good marketing strategy helps companies identify their best customers. With a good strategy, it is possible to implement the most effective marketing methods.

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Following Sudharshan (), we define a firm's marketing strategy as the development of and decisions about a firm's relationships with its key stakeholders.


Marketing strategy is a long-term, forward-looking approach and an overall game plan of any organization or any business with the fundamental goal of achieving a sustainable competitive advantage by understanding the needs and wants of customers. Scholars like Philip Kotler continue to debate the precise meaning of marketing strategy. Consequently, the literature offers many different definitions. On close examination, however, these definitions appear to centre around the notion that strategy refers to a broad statement of what is to be achieved. Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company's goals and marketing objectives.

Стратмор сменил положение. Вцепившись в левую створку, он тянул ее на себя, Сьюзан толкала правую створку в противоположном направлении. Через некоторое время им с огромным трудом удалось расширить щель до одного фута. - Не отпускай, - сказал Стратмор, стараясь изо всех сил.  - Еще чуточку.

Но Дэвид знал, что никогда ей этого не откроет. Секрет выражения без воска был ему слишком дорог. Он уходил корнями в давние времена. В эпоху Возрождения скульпторы, оставляя изъяны при обработке дорогого мрамора, заделывали их с помощью сеrа, то есть воска.

Marketing Strategy - Meaning and Its Importance

 - Solo el escroto. Беккер даже прервал свое занятие и посмотрел на лейтенанта. Solo el escroto. Он с трудом сдержал улыбку. - Только лишь мошонка.

 Если бы я не нашел черный ход, - сказал Хейл, - это сделал бы кто-то. Я спас вас, сделав это заранее. Можешь представить себе последствия, если бы это обнаружилось, когда Попрыгунчик был бы уже внедрен.

Поэтому я и узнал о его намерении модифицировать Цифровую крепость. Я читал все его мозговые штурмы. Мозговые штурмы. Сьюзан замолчала.

Marketing Strategies

Ей показалось, что столь своевременная кончина Танкадо решила все проблемы.

Час спустя, когда Беккер уже окончательно опоздал на свой матч, а Сьюзан откровенно проигнорировала трехстраничное послание на интеркоме, оба вдруг расхохотались. И вот эти два интеллектуала, казалось бы, неспособные на вспышки иррациональной влюбленности, обсуждая проблемы лингвистической морфологии и числовые генераторы, внезапно почувствовали себя подростками, и все вокруг окрасилось в радужные тона. Сьюзан ни слова не сказала об истинной причине своей беседы с Дэвидом Беккером - о том, что она собиралась предложить ему место в Отделе азиатской криптографии. Судя по той увлеченности, с которой молодой профессор говорил о преподавательской работе, из университета он не уйдет.

 Не можем ли мы подкупить Танкадо. Я знаю, он нас ненавидит, но что, если предложить ему несколько миллионов долларов. Убедить не выпускать этот шифр из рук. Стратмор рассмеялся: - Несколько миллионов.

Деревья были очень старыми, с высокими голыми стволами. Даже до нижних веток было не достать, а за неширокими стволами невозможно спрятаться. Халохот быстро убедился, что сад пуст, и поднял глаза вверх, на Гиральду. Вход на спиральную лестницу Гиральды преграждала веревка с висящей на ней маленькой деревянной табличкой. Веревка даже не была как следует натянута.

The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s

 - Но, посмотрев на него, смягчилась.  - Могу я чем-нибудь тебе помочь, прежде чем уйду. Он посмотрел на нее умоляюще и покрутил затекшей шеей.

5 Comments

  1. Henriette B.

    29.04.2021 at 23:09
    Reply

    At the broadest level.

  2. Janet S.

    01.05.2021 at 05:21
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    In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed.

  3. Fbb2014

    02.05.2021 at 06:38
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    Marketing strategy is the comprehensive plan formulated particularly for achieving the marketing objectives of the organization.

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