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Textbook:
Pages : 538;
Paperback;
210 X 275 mm approx.
Chapter Code : SMMC02
Textbook Price: Rs. 900;
Shipping & Handling Charges: Rs. 100 per book;
Books Available only in INDIA
The success of a business depends on its vision and objectives. A company should decide how to compete, in order to face competition in the markets. The long-term vision of a company determines the how, when, where and where not to compete in the markets. A business should identify its competitive advantage and differential competence abilities over its rivals in the market. There are two different approaches to identify competitive advantage, namely, customer-oriented analysis and the competitor-oriented analysis. |
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Some of the barriers to the successful implementation of marketing strategies are resistance to change by the middle management, flawed outlook by various persons and departments in the organization, inadequate information flow, and variance in performance measurement systems.
Marketing planning is a systematic process that involves considering several organizational factors. Strategic marketing planning refers to planning for a period of three years or more. Tactical marketing planning is usually for a period of a year or less. The objectives of marketing planning are to analyze the requirement of resources, to indicate the expected results, to focus on the strengths of business, etc. Some of the hurdles in the marketing planning process are misunderstanding tactics and strategy, treating marketing as an independent function, etc.
A marketing plan is a written document used to record the output of the marketing planning process. A marketing plan gives the details of the activities to be performed and the programs to be undertaken to meet the marketing objectives. The process of preparing a marketing plan involves summarizing the strategic situation, describing the target markets, setting objectives for the target markets, preparing a marketing program positioning strategy, forecasting sales and allocating budgets, and preparing contingency plans.
Deciding How to Compete
Vision
Identifying the Competitive Advantage
Market-Orientation
Components of Market-orientation
Developing Market-orientation
Business Strategy and Marketing
Marketing Situation Analysis
Analyzing Markets and Competitors
Segmenting Markets
Continuous Learning about Markets
Designing Marketing Strategy
Targeting and Positioning Strategy
Implementing a Marketing Strategy
Marketing Planning and Marketing Plans
Strategic Marketing Planning and Tactical Marketing Planning
Marketing Planning
Marketing Plan
