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Initial corporate-wide internal audit - Marketing Strategy
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Job SearchAs has already been stated, some assets and competencies that can be deployed to create advantage in marketing activities are found in other functional areas besides marketing. Any audit will therefore need to carry out a thorough analysis of the company’s resources to establish asset sand competencies that either currently, or potentially, could assist the marketing function and support strategic marketing developments. Hooley et al. (1998) suggest that these wider non-marketing assets and competencies will fall into five categories:financial resources, managerial skills, technical resources, organization and information systems. Once this overview has taken place the specific marketing activities of the organization should be evaluated. This can be undertaken by an internal marketing audit.
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Marketing Strategy Tutorial
- Strategic Issues In Strategic Management
- What Is Strategy?
- Towards Strategic Management
- Change – Shaping Strategy
- Balanced Scorecard Approach
- The Role Of Marketing Within Strategy
- What Is Marketing Strategy?
- External Environment Analysis
- Scanning
- Macro-environmental Analysis
- Industry Analysis To Develop Strategies
- Competitor Analysis
- The Market Analysis
- What Is Competitive Intelligence?
- The Competitive Intelligence Cycle
- Sources Of Competitive Intelligence
- Consumer And Organizational Buyer Behaviour
- Why Segment?
- The Segmentation Process
- Consumer Buyer Behaviour
- Consumer Segmentation Criteria
- Profile Variables
- Behavioural Variables
- Psychographic Variables
- Organizational/industrial Segmentation Techniques
- Organizational Buyer Behaviour
- The Webster–wind Framework
- The Sheth Framework
- Approaches To Organizational Market Segmentation
Organizational - External Environment
- Organizational Capabilities
- Organizational Assets
- Organizational Competencies
- Initial corporate-wide internal audit
- The Internal Marketing Audit
- The Innovation Audit
- Auditing Tools
- Strategic Cost Management
- Forecasting
- Trend Extrapolation
- Modelling
- Individual Forecasting
- Consensus Forecasting
- Key Stages In The Scenario Planning
- Market Sensing
- Strategic Questions
- People Involved
- Strategic Intent
- Mission
- Statement Of Strategic Intent
- Nature Of Support For The Mission Statement
- Goals And Objectives
- Hierarchy Of Objectives
- Long-term Versus Short-term Goals
- The Balanced Scorecard
- What Is Gap Analysis
- Strategy Formulation – An Overview
- Competitive Advantage
- Identifying Sources Of Competitive Advantage
- Experience And Value Effects
- Industry Position
- Product And Market Strategies
- Strategic Wear-out
- Difficult Market Conditions
- Creating A Competitive Position.
- Evaluating Market Segments
- Establishing Organizational Capability
- What Is Strategic Alignment Of Assets And Competencies?
- The Strategic Nature Of Making Target Segment Choices
- Positioning In Target Market
- Perceptual Mapping
- Positioning Alternatives
- Brand Valuation
- How To Structure Strategic Alignment Of Assets And Competencies?
- Brand Name Strategy
- Combined Brand Strategies
- Brand Extension
- Brand Stretching
- Brand Revitalization
- Brand Repositioning
- Brand Extinction
- The Strategic Agenda
- The Nature Of Products And Product Development
- Why Do Products Fail?
- Managing Innovation
- Risk And The Innovation Dilemma
- Organizations Relationships
- Alliances
- Relationship Marketing Importance
- Developing Relationships
- Corporate And Marketing Plans
- Corporate Planning
- Marketing Plans – Strategy Or Tactics?
- Why Does Planning Matter?
- Barriers To Successful Planning
- The Structure Of A Strategic Marketing Plan
- Approaches To Marketing Planning
- Implementation – Stressing The Importance
- Success Vs Failure
- Fundamental Principles
- Assessing Ease Of Implementation
- People, Power And Politics
- Internal Marketing
- Applying Project Management Techniques
- What Is A Control System?
- Control – The Basic Principles
- What Makes An Effective Control System?
- Management Control
- Financial Control
- Performance Appraisal
- Define Benchmarking
- Controlling Marketing Performance
The Strategic Perspective
External Analysis
Competitive Intelligence
Segmentation
Internal Analysis
Developing A Future Orientation
Strategic Intent
Strategy Formulation
Targeting, Positioning And Brand Strategy
Product Development And Innovation
Alliances And Relationships
The Strategic Marketing Plan
Strategic Implementation
Control
