Chapter 1: Strategic Marketing And The Marketing Planning Process

Question 1

What is Kotler Strategic Marketing?

Answer 1

C.C.D.V.T.P

Create (product management)
communicate(brand management)
deliver (customer management)
Value
Target Market
Profit

Question 2

What are three level of strategy?

Answer 2

Corporate level
Business level
Functional level

Question 3

Marketing Strategie Approaches

Answer 3

Market Needs(MO:Market Orientation)
                   customer-led Marketing (myopic)

                    Resourced-based marketing (market requirement plus organisational R&C)

Product Push Marketing (myopic)
Organisational Resources and capabilities

Question 4

Market Orientation

Answer 4

MO is the organisational culture that most effectively and efficiently creates the necessary behaviours for the creation of superior value for buyers and thus continuous superior, performance for the business.

Question 5

MO components(4)

Answer 5

Customer Orientation 
↓
Interfunctional Co-Ordination
↓
Long-term focus
↓
competitor Orientation

Question 6

what kind of misfits may lead to fail?

Answer 6

market needs and conditions
marketing strategy
organisational resources