Chapter 1
Overview of
Marketing
Strategy and the
Strategic
Marketing
Process
© 2012 Pearson Education, Inc. publishing Prentice Hall.
What is a Marketing Strategy?
 A marketing strategy can refer to a process or to its
outcome
 A comprehensive marketing strategy specifies the who,
what, when, where, why, and how of the business
 A sound strategy must reduce to meeting some specific
needs of some specific customers better than the
competition within profitable relationships
2
© 2012 Pearson Education, Inc. publishing Prentice Hall.
What is a Marketing Strategy?
Three high-level decisions
Target
Segments
Competitive
Advantages
Singularity
3
© 2012 Pearson Education, Inc. publishing Prentice Hall.
The Marketing Concept and a Customer Focus
 Essence of the “marketing concept”
 Strategic marketing is the creation and maintenance of a
market oriented strategy
 Focusing the organization on the customers it serves and the
needs it meets
 According to the marketing concept, if we take good care
of our customer, sales and profits, will follow
4
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Table 1-1 - What Is a “Marketing Strategy”?
5
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Figure 1-1 - Generic Strategies—Competitive
Advantage and Competitive Scope
6
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Figure 1-2 - Value Frontier
7
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Figure 1-3 - Product-Market Growth
Strategies
8
© 2012 Pearson Education, Inc. publishing Prentice Hall.
Figure 1-4 - The Strategic Marketing Analysis
and Planning Process
9
© 2012 Pearson Education, Inc. publishing Prentice Hall.
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