notes - marketing strategies

7/22/2019 Notes - Marketing strategies

http://slidepdf.com/reader/full/notes-marketing-strategies 1/5

Sr.

No.

Particulars 405 (A) : MARKETING STRATEGY AND

RELATIONSHIP MARKETING

407 (A) : INTERNATIONAL

MARKETING

210 : LIFE SKILLS

Pattern 2008 Pattern 2008 Pattern 2013 Pattern

Chapters Two Sections

A: Marketing Strategy : 9 Chapters

B: Relationship Management: 6 ChaptersTotal No. of Chapters : 15 Chapters

7 Chapters 5 Chapters

Books Referred Reference Books:-

1.Marketing Strategy - Boyd Walker, Mullins

Larrech, TMGH

2. Strategic Marketing Management - David Aaker

3. Principles of Marketing - Philip Kotler, Gary

Armstrong

4. Handbook of Relationship Marketing - Jagdish

Sheth, Atul Parvatiyar

5.Leading Through Relationship Marketing-

Richard Batterley

6. Relationship Marketing - S.Shajahan, TMGH, 1st

ed., 2006 reprint.

7.Customer relationship Management - Sheth,

Parvatiyar, Shainesh

8.For contemporary case studies students should

refer to the periodicals and journals.

Reference Books:-

1. Nabhi’s How To Export – Nabhi

Publication

2. International Marketing Export

Marketing – S. Shiva Ramu

3. Export – What, Where & How –

Parasram

4.Global Marketing Strategy – Douglas

& Craig.

5. Export Marketing – B. Bhattacharya.

6. Winning The World Marketing –

Bhattacharya

7.Export Marketing – Francis

Cherunilam.

8.International Marketing – S.S.

Rathor, J.S. Rathor.

9.Essentials Of Export Marketing –

S.A. Chunnawala

10.International Trade And Export

Management – B.M. Wahi And A.B.

Kalkundribar.

11.International Marketing

Management – Varshney And

Bhattacharya.

12. Export Marketing – Michael Vaz.

Text Book: -

1. Critical thinking skills : developing

effective analysis and argument by

Stella Cottrell

2. Academic writing: a handbook for

international students by Stephen

Bailey

3. Effective Study Skills: Step-by-Step

System to Achieve Student Success

by Semones

Reference Books:-1. Critical thinking and analysis by

Mary Deane

2. Developing and applying study skills

: writing assignments, dissertations

and management reports by Donald

Currie

3. Assignment and thesis writing by

Jonathan Anderson

Magazines

Newspaper Employment

ConcurrentEvaluation/

InnovativePractices

Assignment,

Presentation,

Internal Exam

Assignment,

Presentation,

Class Test,

Case Study,

Internal Exam

Assignment,

Presentation,

Class Test,

Case Study,

Role Play

Modified – Small Group Project

Innovative

Practices

Assigned Small Field Activity

which comprises an assignment

of manufacturing a product &selling it and Detail presentation

of the same. Which is helpful for

students’ over all development

from each aspect of management



and also give brief idea regarding

every specialization.

Planning for

next week

6.Offensive and defensive competitive

strategies1. Offensive warfare Strategies: Frontal

Attack, Flanking Attack, Encirclement

Attack, Bypass Attack, Guerilla warfare,2. Defensive warfare Strategies: Position

Defence, Mobile Defence, Pre-emptiveDefence, Flank Position Defence, Counter

Offense Defence, Strategic Withdrawal3. Build Strategies, Hold Strategies,

Harvesting Strategies

4.Divestment/Deletion, Vertical Integration- Marketing Strategy, Forward Integration,

Backward Integration, Unbundling &

Outsourcing Strategies5. Tools for Product- Market Analysis

towards strategy formulation- Ansoff’s Product/Market Matrix, Product Portfolio

Strategy – Boston Consulting Box, TheMcKinsey/General Electric Matrix



Strategy is a term that originates from the Greek term ‘Strategia’ meaning ‘generalship’.

Strategies are used to bridge the gap between policy and tactics towards achievement of marketing goals.

Offensive Marketing identifies and exploits new markets and products.

It is about acquiring customers – it creates expectations, makes promises to customers, communicates, promotes, emphasizes product features

It is action oriented.

Offensive strategies always result in successful achievement of competitive advantage.

Defensive Marketing is about retaining customers.

It focuses on a single core technology by which serves a narrow and stable market

Marketing oriented towards service quality, building reputation, and emphasizing performance

This strategy requires product quality innovation and value is delivered by a firm

Defense Warfare Strategies:

1. Position Defence

2. Mobile Defence

3. Pre-emptive Defence

4. Flank Position Defence5. Counter Offensive Defense

6. Strategic Withdrawal



Offensive Strategies:

Frontal Attack Flanking Attack Encirclement Attack Bypass Attack Guerilla Warfare

Head on Attack

meetingcompetitors with

the same productline, price,

promotion

Indirect form of

competitive strategy.

Strategy To match or excel

the competitorsstrengths.

To attack competitor’s

weakness

To attack competitor

from all sides

To avoid head-to-

head competition.

To make small attacks in

different locations whileremaining mobile.

Approach

To attackcompetitors

strength and not its

weakness.

To concentrate onone’s competitive

strengths and

resources, using themdirectly attack

competitor’s weakness

Whenever competitortries to turn the market

, the attackers stand

ready to block him.

To avoidconfrontation with

the enemy by moving

into new & as yetuncontested area.

Surprise and hit-and-run inlocations.

Action/Options

Under Pricing,MoreAdvertisements,

adding more product features,

To attack weaknesslike geographic areaswhere rival has weak

market share,Segments the rivals

has neglected, weak

brands, insufficientadvertisements

Supplying differenttypes of the same products to the market,

expanding productsinto all segments and

distribution channels.

To move aggressivelyin into newgeographical markets

where rivals have no presence, introduce

new products with

different attributes &features, introduce

new generationtechnology,

Focus on narrow targets weaklydefended by rivals, challengerivals where they over stretched

& when they are facing problems,

Occasional low prices, intense

burst of advertisement, legalactions charging patent

violations, restrictive trade practices, unfair advertisement

Aim 1.To gain marketshare by out-

matching thestrengths of

competitor.

2.To cut awayrival’s competitive

advantage.

To engage competitorsin those products /

markets where theyare weak.

Diluting the defender’sability to retaliate in

strength

To avoid head-to-head competition.

To destabilize the competitor bysmall attacks

Remark Competitor has no way

to dealing with theattacker. Whichever

way he tries to turn themarket, the attackers

stand ready to block

him.



circlement strategy - Smirnoff Vodka used encirclement strategy when another product was introduced and

ositioned itself directly against Smirnoff, but at a lower price (Kotler, 1981). Smirnoff counterattacked by first raisin

s prices, which preserved their quality image. After raising their prices, they introduced another brand, marketed

e same price as the competition, and introduced another brand at a lower price

ank attack , in the mid 1970's Xerox owned eighty-eight percent of the plain-paper copier market; however, almo

n years later the Japanese based Canon Copier took over half of Xerox's market (Kotler 1981). The main reason Ca

ok over such a large portion of Xerox's market was by use of the flanking strategy. Canon focused on the small siz

pier market that could not afford Xerox's larger copiers. This attack was successful because it put the attackers

rength against the defenders weakness (Kotler 1981).

ypass attack - When Colgate-Palmolive tried to enter the nonwoven textiles and health care business, it did not ha

fight Procter and Gamble's strengths because they used the bypass strategy

uerilla attack when IBM won a lawsuit against Hitachi on the grounds that Hitachi stole IBM software. Because IBM

on this small battle, Japanese computer manufacturers had to become defensive by investing large sums of mone

to scarce software research and development personnel who had to re-write old programs and develop new

ograms which did not interfere with IBM's intellectual property rights

notes - marketing strategies

Documents