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strategic marketing
STRATEGIC MARKETING

MASTER ERICK SUÁREZ DOMINGUEZ

Chapter 1: An Introduction to Strategic
Marketing Management
The Changing Role of Marketing

THE CLASSICAL YEARS (1910 -1950) l Development of new concepts and issues (e.g., product differentiation, and issues in advertising, pricing and distribution) l The strategic objective: budgeting and control.

Chapter 1: An Introduction to Strategic
Marketing Management
The Changing Role of Marketing

THE MANAGERIAL YEARS (1951-69) l Introduce “marketing-mix-management” as a coordinated, integrated function. l Environment was considered as uncontrollable. l

Emphasis on long-range planning

Chapter 1: An Introduction to Strategic
Marketing Management
The Changing Role of Marketing

THE ADAPTIVE YEARS (1971-1982) l l l l

Emphasis on: achieving and sustaining competitive advantage, repositioning products.
Focus on an in-depth understanding of the environment including competition
Focus on competition and ways to gain competitive advantage by “adapting” to changing environment.
Overemphasis on market share as the main strategic objective. Chapter 1: An Introduction to Strategic
Marketing Management
The Changing Role of Marketing

THE PROACTIVE YEARS (1983-TODAY) The Strategic Thinking l l l l

Critical thinking
Focus on entrepreneurship inside and outside the organisation Focus on the creation of opportunities by being proactive and innovative at every decision-making level The main premise is that firms can manage and shape their environments.

Chapter 1: An Introduction to Strategic
Marketing Management
The Main Concepts of Marketing

l

Customer orientation

l

The synergy concept

l

The product life cycle concept

Chapter 1: An Introduction to Strategic
Marketing Management
The Main Concepts of Marketing

l

Firms need to surpass their competitors in satisfying customers

l
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