STRATEGIC MARKETING

Strategic Marketing

ABSTRACT

The purpose of the study is to investigate a number of aspects of the marketing decision and it's effects on organisations profit. A marketing strategy is the mean by which a marketing objective is to be achieved. Most marketing strategies are related to marketing level or schedule related to cost, competition, customers. Determinations are the internal and external condition that determined management choice of marketing strategies. Each strategy is defined by the role marketing play in the product's marketing strategy. Determination of marketing can be determine under various situations, therefore various marketing strategies is been organized the ten strategies into four marketing situations. 1. New Product 2.Competitive 3. Product Line and 4. Cost based marketing. From numerous studies it has been found that Cost - based marketing is an inward oriented strategy, involving company and product considerations, while the other nine marketing strategies generally have a an outward orientation, focusing on the customer and competitors .over 38 per cent of managers responding used a combination of cost-based and one of the other nine market based strategies, which depend on the current status of the company. Out come of the study is that the most popular marketing strategy used by maximum numbers of retail companies is cost -based marketing. The aim of the study is to analysis the organizational implications of pursuing 'marketing' as a strategic initiative. This study organizes the existing theoretical marketing research in to a new two-level framework for the organisational marketing.

Table of Contents

ABSTRACT2

INTRODUCTION & LITERATURE REVIEW4

Hypotheses6

Literature Review6

METHODOLOGY7

The Research Process7

Questionnaire Design9

Data Collection10

Data Analysis10

RESULT & DISCUSSION10

REFERENCES12

Strategic Marketing

INTRODUCTION & LITERATURE REVIEW

Marketing is often conceived of as the process of identifying and meeting customer needs and wants over time. It tends to view technology as a means, a means to the end of meeting user requirements. Certainly, this is how technology is both conceived and perceived in today's markets. The "marketing concept" tends to see technology in the form of products and services primarily as a means to the laudable end of producing a satisfied customer. However, this focus has sadly led marketers to devalue a deep understanding of technology and its effects. As Taylor argues:

"Today as technology moves into mass markets, marketing has moved away from this understanding of the technology to purely an understanding of branding—branding as naming and promotion only…The most common complaint I heard about marketing people is that they don't understand the product. So what's happening is that they are hiding behind this veil of we understand brand and we understand the customer. You don't; you're the technical people." (Taylor 2004: 51-63).

As different companies adopt different marketing strategies to meet their organisation goal, and to investigate how organisation analysis a marketing problem and formulate a price strategy, further various factors which effect marketing in the organisation : cost of production , competition, customer demand , as organisation have to move in accordance with these changing factors. Organisation which are not able to analysis price strategy successfully they have to face ...