STRATEGIC AND OPERATIONAL MARKETING

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STRATEGIC AND OPERATIONAL MARKETING Marketing
orientation throughout the organization Environmen
t analysis (inc. Market opportunities) Mission
and overall direction Strategy formulation (re.
product/market portfolios) Vs Tools and
techniques to achieve operational
objectives Communication implementation of
marketing strategy Design and control of
marketing mix to achieve marketing objectives
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THE MARKETING MANAGER The Marketing Manager has
responsibility for the organization's competence
in marketing and deploying that to good
effect, has co-responsibility for the processes
that create customer value (such as strategy
order generation, fulfillment and service
process new product development). Murray and
ODriscoll.
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• MARKETING AS FOUR CORE PROCESSES
• STRATEGY PROCESS
• MARKETING MANAGEMENT PROCESS
• ORDER GENERATION, FULFILLMENT AND SERVICE PROCESS
• NEW PRODUCT DEVELOPMENT PROCESS
• murray odriscoll

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The marketing management processdeals with the
acquisition, deployment and enhancement of
specialist marketing knowledge and contributes,
through its interaction with the other core
processes, to the successful management of the
market relationships of the firm. Murray and
ODriscoll.
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COMPANY PROFITABILTY
Value creation
Internal operations
Competitive Advantage
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Sustainable competitive advantage, some core
issues

• Provide best value, a function of customers
  perception of the benefits accruing from
  ownership less the cost to them of acquiring it,
  less the price they pay for it
• Make product offering difficult to replicate,
  through branding, nurturing core competencies, by
  a commitment to continuous innovation
• (A word on core competencies, where the firm
  builds and maintains superior competencies/skills
  within the firm and enjoys a competitive
  advantage as a result)

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Factors determining likely strategic success

• Fit with market environment, (Often dynamic),
  obtaining and maintaining it
• Timing, dissatisfaction with the status quo
• Efficiency v effectiveness, doing things right
  and doing the right thing
• Speed and decisiveness, fast, committed, action
  oriented
• Organisational effectiveness, combining and
  focusing core competencies on objectives,
  maintaining organisational flexibility

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• SKILLS OF THE MARKETING MANAGER
• analytical skills
• conceptual skills
• decision-making skills
• implementation skills