Marketing strategy - Considerations in Forming Product-Markets

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Marketing strategy

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Chapter1
Chapter 1.1
Chapter 1.2
Chapter2
Chapter 2.1
Chapter 2.2
Chapter3
Chapter 3.1
Chapter4
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Marketing strategy

Home
Chapter1
Chapter 1.1
Chapter 1.2
Chapter2
Chapter 2.1
Chapter 2.2
Chapter3
Chapter 3.1
Chapter4
Map
More

Considerations in Forming Product-Markets

The considerations that influence defining product-market boundaries include the purpose of the Analysis, me changes in market composition over time, and factors affecting market complexity.

Chapter 1

Planning UnitPositioning StrategyPreparing the Marketing PlanPrice StrategyProduct/Service StrategyPromotion StrategyResponsibility for Preparing PlansSegmenting MarketsShared Diagnosis and ActionStrategic VisionTargeting and Positioning StrategyThe Marketing OrganisationThe Situation SummaryWhat Is Market Orientation?

Chapter 1.1

Analyzing Competition.Analyzing Competition. Analyzing Markets and CompetitionBecoming a Market-Oriented CompanyBusiness Strategy and MarketingCompetitor IntelligenceContinuous Learning about MarketsCustomer FocusDECIDING HOW TO COMPETEDescribing the Market TargetEvaluation and Control of Marketing PerformancePlanning ConsiderationsDistribution StrategyDistribution, Price, and Promotion StrategicDESIGNING MARKETING STRATEGYFinding Competitive AdvantageForecasting and BudgetingImplementation Strategy

Chapter 1.2

Implementing and Controlling Marketing StrategyIMPLEMENTING AND MANAGING MARKETING STRATEGYInformation AcquisitionInter functional CoordinationInterfunctional AssessmentInternational Planning ProcessMarket AnalysisMARKET ORIENTATION IS A BUSINESSMarket Target StrategyMarketing PlanMARKETING PROGRAM DEVELOPMENTMarketing Program Positioning StrategyMarketing Relationship StrategiesMARKETING SITUATION ANALYSISNew-Product StrategiesObjectives for the Market Target'sPlanning Relationships and FrequencyPREPARING THE MARKETING PLAN

Chapter 2

New Products for Existing MarketsObtaining Competitive AdvantageORGANIZATIONAL CHANGEOrganizational RenewalPerformance OutcomesPositional AdvantagesSources of AdvantageStrategic Business UnitSTRATEGY ANALYSIS AND CHOICEStrategy Does MatterStrategy IssuesSustaining Competitive AdvantageThe Capabilities Approach to StrategyThe Develop StrategyThe Harvest StrategyThe Stabilize StrategyThe Turnaround StrategyVertical DesegregationWhat Is Business Strategy

Chapter 2.1

Analyzing Competitive PositionAnalyzing Current StrategiesBusiness CompositionBusiness Segment, Group, or DivisionBUSINESS STRATEGYBusiness Strategy and Competitive AdvantageCapabilities FrameworkComparative Advantage and PerformanceCOMPETITIVE ADVANTAGECompetitive ForcesCompetitor-Centered AnalysisCore BusinessCore CompetenceInternal RedesignMarket Entry Barriers

Chapter 2.2

Cornerstones of CompetitivenessCorporate Development AlternativesCorporate ObjectivesCorporate StrategyCustomer-Oriented AnalysisDeciding Corporate MissionDeciding How to CompeteDeveloping the Strategy Plan for Each BusinessDiversificationEarly versus Late Market EntryEntry BarriersEntry Barriers in Different Product-MarketsGeneric StrategiesGlobal Competitive ChallengesNetwork FormationNew Markets for Existing Products

Chapter 3

Evaluating the CompetitorFactors Affecting Market ComplexityGuidelines for DefinitionHow Buyers Make ChoicesIdentifying and Describing BuyersIdentifying New CompetitorsIllustrative Product-Market StructureIndustry AnalysisMarket ShareMARKET SIZE ESTIMATIONMatching Needs with Product BenefitsProduct Market StructurePurpose of AnalysisSales Forecast

Chapter 3.1

Analysis of the Value-Added SystemAnalysing Markets and CompetitionANALYSING THE COMPETITIONAnticipating Competitors' ActionsBuilding Customer ProfilesChanging Composition of MarketsConsiderations in Forming Product-MarketsDEFINING PRODUCT-MARKETSDefining the Competitive ArenaDescribing the CompetitorEnvironmental InfluencesEstimating Competitors' Future StrategiesEvaluating Market Opportunity

Chapter 4

Affiliate ProgramsBanner Advertising on internetCharacteristics of People and Organizations

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