Russell, R. S., & Taylor, B. W. (2006). Operation Management: Quality and Competitiveness in a Global Environment (5th ed). New Jersey: John Wiley & Sons, Inc. 25. Westbrook, R. A. ,1987. Product/Consumption-Based Affective Responses and Postpurchase Processes, Journal of Marketing Research 24, pp.
It is this customer orientation of which is the fundamental focus in the marketing process and in becoming marketing orientated; before this organisational strategies stemmed from internal goals such as productivity and sales. This philosophy of satisfying the customer in order to be profitable will create the quality of valuing the customer, which in turn leads to their loyalty. 2.1 The Marketing Audit In considering marketing analysis 'An external and internal audit is carried out as part of the broader process of market analysis to determine the opportunities existing in the marketplace (Gilbert, 1999).' To do this, at stage one, the company needs to gather information for the external audit. This information can be categorised using PESTLE analysis.
Dimensions of brand personality. Journal of Marketing Research, 34 (3), 347-356. http://dx.doi.org/10.2139%2Fssrn.945432 Berry, L. L. (2000). Cultivating service brand equity. Journal of Academy of Marketing Science, 28 (1), 128–137. http://dx.doi.org/10.1177%2F0092070300281012 Keller, K. L. (1993).
I found the main goal of the article to explain the concept of marketing. As the author implies, the concept of the marketing mix is a great tool to give an answer to the question “what is marketing”. It is a great introduction of the elements of marketing as a whole, with visual charts that sum the different marketing forces. Marketing is not about doing or not doing, its mainly about doing the right things for your operation with consideration of the resources that are available. This also sheds light over the fact that managing functions of marketing must be oriented to the market and with consideration of the marketing changes make a marketing mix that fits the resources of the firm.
Marketing can be seen as an effective way to communicate the value and purposes of a product or service to customers and consumers; for the primary purpose of selling that product or service. However, there are many different types of strategies that dissipates uniquely into different the ranges of the marketing spectrum. The purpose of this research paper is to define marketing strategy, briefly understand how to create a marketing strategy, and analyzing the different types of marketing strategies at various business levels. Marketing strategy is defined as the results of a thorough market analysis, which combines all of a firm’s or company’s goals into one comprehensive plan. An effective marketing strategy must be drawn from the fundamental research of the markets it resides in; focusing on the correct product mix in order to fully potentially profit at the highest possibility.
193-212. Stoner J.A.F., Freeman R. E. and Gilbert D.R. (2004): Management, Pearson Education, U.K. Swan, J. and Newell, S. (2000), ‘‘Linking knowledge management and innovation’’, in Hansen, H.R., Tissen, R., Andriessen, D. and Depres, F.L. (2000), The Knowledge Dividend, Financial Times and Prentice Hall, London. Van Buren, M. (1999), ‘‘A yardstick for knowledge management’’, Training and Development Journal, Vol.
Strategic Marketing Process The purpose of this paper is to briefly explore the strategic marketing process, specifically the key phases of planning, implementation, and control. In addition, the application of mixed marketing to create a market segments as well as customer loyalty is equally explored. Several relevant scholarly sources were identified to provide research and information about the strategic marketing process and its evolutionary development from the industrial to the information technological age. Strategic Marketing Process and the Key Phases Tony Proctor, in his book, Strategic Marketing: An Introduction, defines a strategy as a plan that incorporates and integrates an organization’s mission, major goals, policies, decisions and "sequences of action into a cohesive whole" (2000, p. 1). All levels of an organization, including functional areas can have a strategy for achieving its specific goals and objectives (Proctor, 2000).
Prentice Hall, Englewood Cliffs Chonko, L. (1995) Ethical Decision Making in Marketing. CA, Sage Danley, J. R. (1983) ‘Toward a Theory of Bribery’. Business and Professional Ethics Journal, 2, 19-39 Dunfee, T. W. Smith, N. C. William, T. R. (1999) ‘Social Contracts and Marketing Ethics’. Journal of Marketing, 63, 14-32 Fishbein, M. and Icek A. (1975) ‘Belief, Attitude, Intention: An Introduction to Theory and Research’.
ASSAEL H., 1987, Consumer Behaviour and Marketing Action, 3rd edition, PWS-Kent Publishing Company. WILLIAMSON J., 1978, Decoding advertisements : ideology and meaning in advertising, Boyars. FESTINGER L., 1957, A theory of cognitive dissonance, Evanston. Quick References : Journal of advertisements. Journal of marketing research.