文档介绍：BUS304 Marketing Management and Policy Lecture Two The Marketing Implications of Corporate and Business Strategies
BUS304 Marketing Management and Policy
Lecture Two The Marketing Implications of Corporate and Business Strategies
Instructor: Dr3>. Annie Zhang, HKSYU
Marketing’s Role in Formulating Strategies
Marketing’s Role in Formulating and Implementing Strategies
Marketing managers are not only responsible for developing strategic plans for their own product-market entries, but also are often primary participants and contributors to the planning process at the business and corporate level as well.
Marketing’s Role in Formulating and Implementing Strategies
Market oriented management
The marketing concept holds that the planning and coordination of pany activities around the primary goal of satisfying customer needs is the most effective means to attain and sustain 7>petitive advantage and pany objectives over time.
Characterized by a consistent focus on customers’ needs petitive circumstances in the market environment.
Competitive Advantage
The Ability to Create More Economic
Value petitors
?? there must be something different about a firm’s
offering vis-à-petitors’ offerings
?? if all firms’ strategies were the same, no firm
would have petitive advantage
?? competitive advantage is the result of doing
something different and/or better petitors
Competitive Advantage
Two Types of Difference
1) Preference for the firm’s output
2) Cost advantage vis-à-petitors
?? people choose the firm’s output over others’
?? people are willing to pay a premium
?? lower costs of production/distribution
Example: Nordstrom
Example: Wal-Mart
Competitive Advantage
External
Analysis
Internal
Analysis
Strategic
Choice
Strategy
Implementation
Competitive
Advantage
?? identify and exploit differences that may lead
petitive advantage
Example: Apple’s iPod
The Strategic Management Process
Competitive Advantage
Temporary & Sustainable
?