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Strategic Marketing: David W. Cravens Nigel F. Piercy

This document provides an overview of strategic marketing. It discusses key concepts like market-driven strategy, the marketing strategy process, and challenges in the current era. The marketing strategy process involves analyzing markets and customers to develop distinctive capabilities, designing market-driven strategies, and implementing programs. It emphasizes becoming customer-oriented through market sensing, linking to customers, and aligning structures and processes. Current challenges include managing escalating globalization, technology changes, internet dynamics, and ensuring ethical behavior.

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Shaikh Darul Huda
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130 views18 pages

Strategic Marketing: David W. Cravens Nigel F. Piercy

This document provides an overview of strategic marketing. It discusses key concepts like market-driven strategy, the marketing strategy process, and challenges in the current era. The marketing strategy process involves analyzing markets and customers to develop distinctive capabilities, designing market-driven strategies, and implementing programs. It emphasizes becoming customer-oriented through market sensing, linking to customers, and aligning structures and processes. Current challenges include managing escalating globalization, technology changes, internet dynamics, and ensuring ethical behavior.

Uploaded by

Shaikh Darul Huda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Strategic

Marketing
David W. Cravens
Nigel F. Piercy
Contents

 Strategic Marketing
 Market driven Strategy
 Corporate, Business and Marketing Strategy
 Challenges of a new era for strategic Marketing
Marketing Strategy

 Marketing strategy consists of the analysis,


strategy development ,and implementation of
activities in developing a vision about the
market(s) of interest to the organization,
selecting market strategies ,setting objectives,
and developing ,implementing and managing
the marketing program positioning strategies
designed to meet the value requirements of the
customers in each market target.
Strategic Marketing

 Strategic marketing is a market –driven process


of strategy development ,taking into account a
constantly changing business environment and
the need to deliver superior customer value.
 The focus of strategic marketing is on
organizational performance rather than a
primary concern about increasing sales.
 Strategic marketing links the organization with
the environment and views marketing as a
responsibility of the entire business rather than a
specialized function.
Market Driven Strategy

 Customers that form the market should be the starting


point of business strategy.
 Effective integration of activities and processes that
impact customer value
 Is not a short term endeavor
 Considerable amount of effort is to build market driven
organizational culture and processes
Characteristics of Market-
driven Strategy

Becoming Market oriented

Delivering Superior
Customer Value Determining Distinctive
Capabilities

Matching Customer Value


Requirements to Capabilities
Characteristics of Market-
Driven Strategies
 Becoming Market Oriented
 Customer Focus
 Competitor Intelligence
 Cross-Functional Coordination
 Performance Implications
 Determining Distinctive Capabilities
Creating Value for
Customers
 Customer value
 Providing Value to Customers
Becoming Customer driven

 Market Sensing Capabilities


 Customer linking Capabilities
 Aligning Structure and Processes
Corporate ,Business and
Marketing Strategy

Corporate
Strategy

Strategic Direction Market Knowledge


Resources Opportunities
Constraints Threats

Business
and
Marketing
Strategy
Components of corporate
strategy
 Scope ,Mission and Strategic Intent
 Corporate objectives
 Strategy
 Resource Allocation
 Synergies
Components of corporate
strategy

Scope
,Mission
Corporate
and Resource
objectives Strategy Synergies
Strategic Allocation
Intent
The Marketing Strategy
Process
Markets ,Segments
and Customer Value

Implementing and Designing market-driven Strategies


Managing Market-driven
Strategies.

Market-driven program
Development
Markets ,Segments and
Customer Value
 Markets and Competitive Space
 Strategic Market segmentation
 Strategic Customer Relationship Management
 Capabilities for continuous learning about Markets
Designing Market-Driven
Strategies

 Market targeting and Strategic Positioning


 Strategic relationships
 Innovation and New Product Strategy
Market-Driven Program
Development

 Strategic Brand Management


 Value Chain Strategy
 Pricing Strategy
 Promotion Strategy
Implementing and Managing
Market-Driven Strategy

 Designing Market-Driven Organizations


 Marketing Strategy Implementation and Control
Challenges of a New era for
strategic marketing
 Escalating Globalization
 Technology Diversity and Uncertainty
 Internet Dynamics
 Ethical Behavior and Corporate Social Responsiveness

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