Strategic Marketing Lec1

1. Introduction to Strategic Marketing
PREPARED BY: DR. HEBA SADEK

2. Agenda
Evolution of Marketing
Definitions of the Marketing Concept
Features of Marketing
Strategic Marketing
The Process of Marketing Planning
The Marketing Mix
The New Marketing Mix

4. 1-Production concept
Consumers prefer products that are widely available &
inexpensive.
Managers concentrate on achieving high production efficiency,
low costs and mass distribution.
Marketers also use this concept when a company wants to
expand the market.

5. 2-Product concept
 Consumers favor products that offer the most quality,
performance, or innovative features.
 Managers in these organizations focus on making superior
products & improving them over time.
 A new or improved product will not necessarily be
successful unless it is priced, distributed, advertised & sold
properly.

6. 3-Selling concept
 This concept assumes that consumers if left alone, won’t buy
enough of the organization’s products.
 Organizations must undertake an aggressive selling &
promotion efforts. Ex: Insurance
 Most firms also practice the selling concept when they have
overcapacity.
 Their aim is to sell what they make, rather than make what the
market wants.

7. 4-Marketing concept
Instead of “make & sell” philosophy, business shifted to a
customer-centered, “sense & respond” philosophy.
The job is not to find the right customers for your products,
but to find the right products for your customers.
Marketing concept focuses on the needs of the buyer.

8. 4-Marketing concept (cont.)

9. 5-Holistic Marketing

10. Relationship Marketing
Relationship marketing means the concentration of marketing efforts &
resources on developing & maintaining long term, close relationships with
customers & other stakeholders.

11. Integrated Marketing

12. Internal Marketing

13. Company Orientations (cont.)
Performance Marketing

14. 14
The Marketing Definitions
Based on Kotler and Keller (2012)
A) Social Definition:
Marketing is about identifying and meeting human & social needs.
One of the shortest good definitions
“Marketing is meeting needs profitably”.
B) Managerial Definition:
Marketing has been defined as an organizational function & a set of
processes for creating, communicating, & delivering value to
customers & for managing customer relationships in ways that
benefit the organization & its stakeholders.

15. Features of Marketing

16. Strategic Marketing
Strategic Marketing originated from an essential change in market
conditions:
1. Rapid technological advancement
2. The internationalization and globalization
3. Oversupply and saturation tendencies in numerous markets
4. Scarcity of resources and consideration of environmental issues
5. A blurring of the borders between markets

17. Strategic Marketing (cont.)
“Strategic marketing means looking at the whole of a company’s portfolio of products and
markets, and managing the portfolio to achieve the company’s overall goals” (Jain, 2000).
“Strategic Marketing decisions refer to an organization’s marketing decisions that are
potentially of major consequence from the standpoint of its long-term
performance”(Varadarajan, 2012)
The key to create an effective strategic marketing campaign is developing a
comprehensive strategic marketing plan that allows everyone in your organization to
understand what your marketing goals are and your plan for accomplishing them.

20. The Marketing Mix

21. The New 4EPs
Ever-Present
Place
Experiential
Price
Engaging
promotion
Empathic
Product

22. The New 4EPs
Empathic Product: A key change is the move from a company-oriented perspective to a full-customer
one. Empathy is emerging as a major new tool for marketers in helping them develop products,
services and experiences.
Experiential price: price is an important decision influencer and the way customers experience price
and react behaviourally to pricing techniques is principal to success.
Engaging promotion: This is the normal evolution from two-way communications. Engaging is not just
having the ability as a customer to respond. It is more about interacting.
Ever-Present Place (ever presence): The changes in technology, buying habits and market conditions
make product and service accessibility more important than ever.