(Doc) Assignment on Strategic Marketing

STRATEGIC MARKETING
TASK-01
1
Strategic marketing
Marketing concepts
&evaluation
Brand
Pyramid/Positioning

DEFINITIONS OF MARKETING
"Satisfying needs and wants through an exchange process" - Philip Kotler
"Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large" (American Marketing Association – 2017)
CIM – UK UPDATED THEIR DEFINITION OF MARKETING IN 2007 "The strategic business
function that creates value by stimulating, facilitating and fulfilling customer demand. It does
this by building brands, nurturing innovation, developing relationships, creating good
customer service and communicating benefits. By operating customer-centrically, marketing
brings positive returns on investment, satisfies shareholders and stakeholders from business
and the community, and contributes to positive behavioural change and a sustainable
business future".

Evaluation of strategic marketing
Evaluation means the process of growth of a person or of an organization. In other
words, evaluation is a Theory that sees in the history of all things a development or
gradual movement to an advanced from a simple condition to one that is more
Complex and higher character
Evaluation in marketing is very important for a company from the initial stage to its
expected mission & vision level
Therefore in evaluation of the life cycle of the product is very important to understand
to achieve the mission and vision of the organization.

Because my goods are basically will have 4 following stages of its types
1). Convenience goods- These goods are purchase at convenience and with less
planning.
In simple common goods for human life such as rice, dhal, etc. And the character of
these goods are widely available to the customers, less price, high advertisement
cost to producer and mass production
−
2). Shopping goods- These goods are purchased less frequently. And Character of
these goods will have more planning, higher-priced products, such as TV, furniture
cloth purchasing, The selection of this course based on price loyalty brand will be
considered, and advertisement made by producer and reseller
3). specialty goods- these goods are purchased on special effort, Character of these
goods are special on loyalty and brand, Less comparative prices, Target customers
selected distribution
4). unsought goods- these goods are based on high promotion and those create
needs of consumers interest and impact on Knowledge. By aggressive
advertisement, these goods get sold to the customers even though the negative
response from them In the initial stage

By understanding of goods, the organization will have a picture of
where it stands and how to reach the customers in a proper manner
with less cost to achieve its targets. Every organization has to
increase their shareholders’ value with stakeholders’ value also. To do
to the organization has to focus on finance strategy production
strategy HR strategy and finally marketing strategy. About three
strategies can give good profit to the shareholders. but it does not
mean those bring the exact full strength of an organization. To
enhance the maximum profit, the organization has to focus on
studying the market which is the strategy that gives additional income
or a profit to the shareholders and stakeholders.
The purpose of marketing is to contribute to maximizing shareholder
value and marketing strategies must be evaluated in terms of how
much value they create for investors.
Peter Doyle (2008)