Contemporary Strategic Marketing

Second edition

by Ross Brennan, Paul Baines, Paul Garneau and Lynn Vos

Learning objectives

Learning objectives - Chapter 1

By reading this chapter you will learn:
  • The organisation, structure and purpose of this book
  • The distinction between strategy and tactics
  • The differences between corporate strategy and competitive strategy
  • The differences between corporate strategy and marketing strategy
  • What is meant by effectiveness and efficiency in marketing
  • The defining characteristics of strategic marketing
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Learning objectives - Chapter 2

By reading this chapter you will learn:
  • What consumer behaviour is and why understanding it well is so important to strategic planners wishing to sustain a competitive advantage
  • How a private individual’s psychological make-up affects consumption behaviour
  • How consumer decisions are routinely affected, not only by personal factors, but also by the consumer’s social and cultural context
  • Details of a variety of strategic principles and models that have been developed to help us better understand consumption behaviour
  • The strategic implications of the study of consumer behaviour for the field of marketing.
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Learning objectives - Chapter 3

By reading this chapter you will learn:
  • The key differences between business-to-business markets and consumer markets
  • Why effective business-to-business marketing strategy must be built on a sound understanding of business purchasing processes
  • How business purchasing can be analysed using the concepts of the decision-making process and purchasing decision criteria
  • How to analyse the relationship between a buying firm and a selling firm as the basis for a marketing strategy.
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Learning objectives - Chapter 4

By reading this chapter you will learn:
  • The role of environmental analysis in strategic marketing
  • The distinction between the competitive environment and the macroenvironment
  • The importance of the underlying economic forces of supply and demand in the competitive environment
  • How to classify and analyse factors in the competitive environment
  • The impact of the Internet on the competitive environment
  • How the ‘resource-based view’ of the firm can contribute to strategy development.
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Learning objectives - Chapter 5

By reading this chapter you will learn:
  • More about the role of environmental analysis in strategic marketing
  • How to classify and analyse factors in the macroenvironment
  • How to assess the impact of macroeconomic, demographic and ‘green/sustainable development’ issues on marketing strategy
  • A method of assessing the relative importance of environmental factors.
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Learning objectives - Chapter 6

By reading this chapter you will learn:
  • What key tools are available to marketers for strategic marketing analysis
  • How those tools are defined
  • How those tools can be applied, their strengths and weaknesses
  • The limitations to a formal, analytical approach to marketing strategy formulation.
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Learning objectives - Chapter 7

By reading this chapter you will learn:
  • What key tools are available to marketers for marketing strategy formulation
  • How those tools are defined
  • How those tools can be applied, their strengths and their weaknesses.
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Learning objectives - Chapter 8

By reading this chapter you will learn:
  • The distinction between discrete transactions and relational exchange
  • The nature of the relationship life cycle
  • What is meant by relationship marketing
  • Methods of implementing relationship marketing
  • The application of relationship marketing in consumer goods markets, consumer services markets and business-to-business markets
  • A range of criticisms that have been levelled at relationship marketing.
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Learning objectives - Chapter 9

By reading this chapter you will learn:
  • The context in which e-marketing operates
  • The relative advantages and disadvantages of using different interactive tools
  • The impact of information and communication technologies (ICTs) upon the business-to-consumer (B2C) and business-to-business (B2B) marketing mixes
  • The qualities of an effective webpage
  • The most appropriate business model for a traditional retailer wishing to go online.
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Learning objectives - Chapter 10

By reading this chapter you will learn:
  • How the nature of services affects how they are marketed
  • How to outline the extended marketing mix for services
  • What service quality is and how it is measured
  • How to segment business and consumer markets for service providers using customer related and product-related approaches
  • The relative importance of customer acquisition and retention.
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Learning objectives - Chapter 11

By reading this chapter you will learn:
  • Reasons why companies seek opportunities in international markets
  • Ways in which companies approach strategic marketing at the international level
  • How and why companies choose particular markets abroad to invest in
  • The risk factors involved with international marketing and how to assess them
  • The additional complexity and challenges that international markets pose for companies.
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Learning objectives - Chapter 12

By reading this chapter you will learn:
  • The role of case studies in studying strategic marketing
  • The importance of clear problem identification to successful case analysis
  • A series of steps that can be adopted to make case analysis effective
  • How to prepare successful oral presentations and written reports on case studies.
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