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Chapter Five

Chapter Five. Strategic Marketing. Marketing Management and Strategic Marketing. Marketing management should encompass strategic marketing Strategic marketing should not be left to just the strategic business unit of the organization Both are needed to be successful.

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Chapter Five

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  1. Chapter Five Strategic Marketing

  2. Marketing Management and Strategic Marketing • Marketing management should encompass strategic marketing • Strategic marketing should not be left to just the strategic business unit of the organization • Both are needed to be successful

  3. Allows the company to operate smoothly and achieve better results SWA as an example: locked in fuel prices to lower costs Allows the company to perform activities that are different or more meaningful than the competition SWA as an example: flies to secondary airports instead of the traditional “hub and spoke” system Strategic Effectiveness Management Effectiveness

  4. Examples of Strategic Leadership • Michael Porter of Harvard Business School • Marriott • McDonald’s

  5. Strategy and Strategic Planning • Strategy is “the way to gain and keep customers; tactics are the step-by-step” processes • Strategic planning tells us how to go from where we are now to where we want to be • Strategic planning is known as environmental scanning • In most firms, strategy usually does not filter down to all levels of management

  6. Strategic Planning • Used to help the firm focus on the building blocks of competitive advantage…

  7. Building Blocks of Competitive Advantage

  8. Levels of Strategic Planning • Corporate-level strategy • Focus on long-term viability • Business-level strategy • Focus on overall theme of the company and its position • Functional-level strategy • Focus on improving day-to-day operations • Emergent strategies • Were previously unforeseen

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