{"id":15687,"date":"2025-06-17T14:54:31","date_gmt":"2025-06-17T14:54:31","guid":{"rendered":"https:\/\/zedex.co.in\/vipulp\/?post_type=product&p=15687"},"modified":"2025-06-17T14:54:39","modified_gmt":"2025-06-17T14:54:39","slug":"strategic-marketing-management","status":"publish","type":"product","link":"https:\/\/zedex.co.in\/vipulp\/product\/strategic-marketing-management\/","title":{"rendered":"Strategic Marketing Management"},"content":{"rendered":"\n\n\n\n\n\n\n\n\n\n\n\n
No.<\/strong><\/td>\nModules\/ Units<\/strong><\/td>\n<\/tr>\n
1<\/strong><\/td>\nIntroduction to Strategic Marketing Management<\/strong>:<\/strong><\/td>\n<\/tr>\n
\u00a0<\/strong><\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Marketing:<\/strong> Nature of Marketing, marketing as an art, science and business discipline, marketing as a value creation process<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Strategic decisions:<\/strong> Nature of strategy, the marketing strategy interface, difference between marketing planning and strategic planning<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Identifying the market:<\/strong> The five C framework-customer, company, collaborator, competitor, context<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0The 7 tactics of Marketing mix:<\/strong> Product, service, brand, price, incentives, communication and distribution<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Business Model and Strategic Marketing Planning:<\/strong> Meaning, Role of Business models in marketing management, Strategies for developing a business models: top-down business model generation, bottom up business model generation, The G-STIC frame work for marketing planning: Goal-Strategy-Tactics-Implementation-control<\/td>\n<\/tr>\n

2<\/strong><\/td>\nSegmenting, Targeting, Positioning and Creation of Value in the context of Strategic Marketing<\/strong>:<\/strong><\/td>\n<\/tr>\n
\u00a0<\/strong><\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Segmentation:<\/strong> Essence of segmentation, Factors to be considered while segmenting, key segmenting principles- relevance, similarity, exclusivity<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Identifying Target Customers:<\/strong> Factors to be considered while targeting, targeting strategies-One for all strategy, one for each strategy, Strategic Targeting criteria: target attractiveness, target compatibility<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Essential strategic assets for target compatibility:<\/strong> business infrastructure, collaborator networks, human capital, intellectual property, strong brands, established customer base, synergistic offerings, access to scarce resources and capital.<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Creating Customer Value through Positioning:<\/strong> Role of strategic positioning, strategic positioning options: The quality option, value option, the pioneer, a narrow product focus, target segment focus; strategies for creating superior customer value.<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Creating Company Value:<\/strong> Understanding Company Value: Monetary, functional and psychological value; strategically managing profits–increasing sales revenue-through volume, optimizing price, lowering costs<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Creating Collaborator Value:<\/strong> Meaning of collaborators, collaboration as business process, advantages and drawbacks of collaboration, levels of strategic collaboration: explicit, implicit; alternatives to collaboration: horizontal and vertical integration, managing collaborator relations; gaining collaborator power: offering differentiation; collaborator size, strategic importance, switching costs<\/td>\n<\/tr>\n

3<\/strong><\/td>\nStrategic Decisions in Product, Services and Branding<\/strong>:<\/strong><\/td>\n<\/tr>\n
\u00a0<\/strong><\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Managing Product and Services:<\/strong> factors affecting product and service decisions- performance, consistency, reliability, durability, compatibility, ease of use, technological design, degree of customization, physical aspects, style, packaging.<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Managing New Products:<\/strong> Forecasting new product demand using Primary Data and secondary data: offering specific forecasting, forecasting by analogy, category based forecasting.<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 New product adoption:<\/strong> Understanding new product adoption, factors influencing diffusion of new offering, new product development process, managing risk in new products- market risk and technological risk, Moore\u2019s Model of adoption of new technologies, managing product life cycle at various stages, extending Product lifecycle.<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Managing Product Lines:<\/strong> Managing vertical, upscale, downscale, horizontal product-Line Extensions, Managing Product Line Cannibalization, Managing Product lines to gain and defend market position-The Fighting Brand Strategy, The sandwich strategy, The Good-better-best strategy<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Brand Tactics:<\/strong> Brand: Meaning, brand identity, brand as value creation process brand hierarchy-Individual and umbrella branding, brand extension: vertical and horizontal, brand equity and brand power, measuring brand equity-cost based approach, market based approach and financial based approach.<\/td>\n<\/tr>\n

4<\/strong><\/td>\nStrategic Decisions in Pricing, Promotion and Distribution and Strategic Growth Management<\/strong>:<\/strong><\/td>\n<\/tr>\n
\u00a0<\/strong><\/td>\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Managing Price:<\/strong> Major approaches to strategic pricing-cost based pricing, competitive pricing, demand pricing; Price sensitivity: meaning, psychological pricing, Five psychological pricing effects: reference price effects, price quantity effects, price tier effects, price ending effects, product line effects; Understanding competitive pricing and price wars: factors affecting price wars, Approach for developing a strategic response to competitors price cut, Other pricing strategies-captive pricing, cross price elasticity, deceptive pricing, everyday low pricing, experience curve pricing, loss leader pricing, horizontal price fixing, price signalling.<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Managing Promotions and incentives:<\/strong> Promotion mix strategy, Factors affecting strategic decisions in promotion mix, Promotion expenditure strategy, Methods to determine promotion expenditure-Breakdown Method, Buildup Method, Push and Pull promotions.<\/p>\n

Managing incentives as a value creation process, Goals of using customer incentives, Monetary incentives for customers, Non monetary incentives for customers.<\/p>\n

Collaborator incentives meaning, monetary incentives-slotting allowance, stocking allowance, cooperative advertising allowance, market development allowance, display allowance, spiffs<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Managing distribution:<\/strong> Distribution as value creation process, distribution channel design process- Channel structure: Direct, indirect and hybrid channel; channel coordination- common ownership, contractual relationship, implicit channel coordination; channel type, channel coverage, channel exclusivity<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Strategic Growth Management:<\/strong> Gaining market position: strategies to gain market position: steal share strategy, market growth strategy, market innovation strategy; Pioneering new markets: Meaning, Types of Pioneers: technology, product, business model, markets; benefits and drawbacks of being a Pioneer.<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Defending market position:<\/strong> Strategies to defend market position- ignoring competitors\u2019 action, repositioning the existing offer- repositioning to increase value for current customers, repositioning to attract new customers.<\/td>\n<\/tr>\n

\u00a0<\/strong><\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

TYBMS — SEMESTER – V<\/h3>\n

Author: Parveen Nagpal<\/h2>\n

\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Prerna Sharma<\/h2>\n

FOURTH REVISED EDITION<\/h2>\n","protected":false},"featured_media":14830,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"product_brand":[],"product_cat":[1049,1092,1063,1062],"product_tag":[],"class_list":{"0":"post-15687","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-bms-b-com-ms","7":"product_cat-elective-marketing-semester-v-t-y-bms","8":"product_cat-semester-v-t-y-bms","9":"product_cat-t-y-bms","11":"first","12":"instock","13":"shipping-taxable","14":"purchasable","15":"product-type-simple"},"acf":[],"_links":{"self":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product\/15687","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/types\/product"}],"replies":[{"embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/comments?post=15687"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/media\/14830"}],"wp:attachment":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/media?parent=15687"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product_brand?post=15687"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product_cat?post=15687"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product_tag?post=15687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}