Objectives Bradley,

STRATEGIC MARKETING IN THE CUSTOMER DRIVEN

ORGANISATION
Overview of objectives, exam questions are based on objectives
1.1 Learning objectives
1 Specify the relevant scope of strategic marketing.
2 Outline the many activities included in marketing.
3 Determine the marketing orientation and value positioning of companies.
4 Highlight marketings social and environmental responsibility.
5 Describe a value chain and the role of marketing in the business system.
6 Apply the concepts of sustainable competitive advantage and marketing
advantage.
7 Assess the marketing effectiveness of an organisation.
2.1 Learning objectives
1 Contrast the mass production paradigm with a customer orientation.
2 Describe marketing interaction and exchange and the role of CRM and
relationship management in attaining customer loyalty and satisfaction.
3 Discuss the influence of cultural values, beliefs, attitudes and perceptions
on consumer buying behaviour.
4 Trace the impact of consumer involvement to consumer behaviour and
identify the implication for the marketing mix.
5 Distinguish between market and product complexity.
6 Specify the companys appropriate response to the consumer buying
process.
3.1 Learning objectives
1 Outline the theory of segmentation and its practical relevance to the
organisation.
2 Link market portfolio analysis with product lifecycle analysis and market
segmentation to provide guidelines for market positioning.
3 Describe the primary macro and micro criteria used for market
segmentation.
4 Conduct a value analysis of customers and products.
5 Design an approach to segmenting consumer and industrial markets.
6 Describe the process of market positioning and the activities involved.
7 State when repositioning may be necessary due to certain changes in the
internal and external environment.
4.1 Learning objectives
1 Define marketing planning and strategic differentiation.
2 Outline the five stages of the marketing planning process.
3 Make recommendations for the improvement of an organisations
marketing performance.
4 Prepare a marketing plan

5 Highlight the long-term orientation of strategic marketing.

5.1 Learning objectives
1 Distinguish between descriptive strategic and operational information.
2 Recommend how an organisation can convert data into knowledge.
3 Discuss the factors that influence market potential.
4 Highlight the importance of understanding the five sets of marketing
practices.
5 List and describe the methods used by organisations to gather information
on their customers.
6 Outline the advantages and disadvantages of different sales forecasting
techniques.
6.1 Learning objectives
1 Highlight the importance of a customers perspective in defining
competition and outline how a company may go about positioning itself in
order to obtain competitive advantage in a business system.
2 Build on Porters value chain to incorporate the role of marketing activities
in creating value.
3 Apply Prahalad and Hamels four criteria to assess the value of an
organisations resources and capabilities.
4 Outline the cost leadership, product differentiation, segment focus and
imitation business strategies.
5 Recommend why a company should adopt a time-based approach to
competition and the advantages of pioneering a market.
6 Understand when an organisation should compete and when an
organisation should cooperate with other organisations in the business
system.
7.1 Learning objectives
1 Explain the nature, significance and meaning of the branding concept.
2 Understand the long-term commitment and activities necessary to
successfully build equity in the brand.
3 Specify the benefits of branding to the manufacturer and customer.
4 Outline the advantages and disadvantages of brand extensions.
5 Highlight the current threats to branding and make recommendations as to
how to avoid the vicious circle of brand debasement.
6 Distinguish between and evaluate generic, manufacture and private-label
brands.
7 Describe how management focus has shifted form the brand to the product
category.
8 Dictate when a repositioning of the brand is necessary, demonstrating an
understanding of brand positioning.
8.1 Learning objectives
1 Understand the three objectives in managing new product development

(NPD).
2 Outline how the core benefit is augmented and developed into a
commercially viable product.
3 Trace the role played by product design in NPD, particularly in regard to
product packaging.
4 Highlight the special nature of high technology products.
5 Describe the process of diffusion and adoption of innovation at a macro
and micro level.
6 Outline the NPD process and specify the nature and significance of each of
the stages in the process.
7 Draw attention to the danger of NPD myopia and avoid the various traps in
new product development.
9.1 Learning objectives
1 Discuss the typical product lifecycle (PLC) and how an organisations
marketing actions may alter this cycle in order to enhance profitability.
2 Outline the characteristics of each stage of the PLC.
3 Practically apply the concept of business system expansion.
4 Discuss an organisations management of the maturity stage with reference
to the length and breadth of its product mix.
5 Advise an organisation on the management of the renewal stage, paying
particular reference to cash flow management and the danger of
compulsive product deletion.
10.1 Learning objectives
1 Describe the tasks involved in the communications process.
2 Outline the influence process with reference to the AIDA model.
3 Recommend how a company might develop its marketing communication
budget.
4 Determine the important factors in deciding the promotion mix.
5 Identify the key elements in forming an advertising strategy.
6 Recognise the value of public relations and sponsorship and know when
they should be used.
7 Discuss the factors contributing to the growth in sales promotion and the
advantages and disadvantages associated with this marketing
communication tool.
8 Highlight the value of the concept of integrated marketing
communications.
11.1 Learning objectives
1 List the communications benefits of direct marketing (DM).
2 Outline the DM process and describe its main operational activities.
3 State the relationship between direct marketing and advertising.
4 Demonstrate how DM can be used to acquire new customers and establish
loyalty among existing ones.
5 Recognise the role of computers and telecommunication technologies in
the development and maintenance of essential databases.
6 Recognise the role of personal selling as an element of the companys

communications mix and outline the selling process.

7 Develop and organise a salesforce in both consumer an industrial markets.
8 Make recommendations regarding the usefulness of sales conferences.
12.1 Learning objectives
1 Demonstrate how pricing has long-term strategic aspects as well as shortterm tactical aspects.
2 Determine when to use competition-oriented or customer-oriented pricing.
3 Understand the influence of fixed costs and variable costs on price and its
implications for pricing strategy.
4 Practically apply the concepts of price skimming, penetration pricing and
early cash recovery pricing in different market segments.
5 Outline the potential approaches taken to multidimensional pricing.
6 Highlight the role played by haggling and auctions setting prices.
7 Describe demand interrelationships and cost interrelationships and their
relevance for pricing strategy.
8 Avoid the price trap while recognising the limits of pricing discounts.
13.1 Learning objectives
1 Discuss the concept of a distribution channel in strategic marketing.
2 Identify the role and function of intermediaries.
3 Specify the nature and functions of distribution channels.
4 Outline tactical and strategic decisions to be made in channel management.
5 Specify the important factors to be considered when formulating a
distribution strategy.
6 Conduct a total distribution cost analysis.
7 Understand how conflict arises in channels and recognise the role of power
in managing conflict.
14.1 Learning objectives
1 Advise management on the importance of a multifunctional effort when
attempting to align performance with marketing strategy.
2 Assist in the implementation of a customer-oriented organisational
structure, avoiding the problems often associated with the separation of the
front and back offices.
3 Integrating marketing and financial criteria in order to assess marketing
performance.
4 Outline the importance of the net marketing contribution concept.
5 Evaluate the advantages and disadvantages involved with the use of sales
quotas, financial controls and cashflow management.
6 Draw attention to the importance of maintaining and balancing both shortterm and long-term views when aligning marketing strategy with
performance.