Class Notes for MKTG6003 at University of Sydney

Week 10: Strategic tool: Used to help guide decision making Tries to reduce opinion-based decisions I think Data beats opinion Moving to a more structured/system...

WEEK 1 STRATEGY-MIX Marketing strategy is implemented through the combination and design of the marketing mix elements to meet the identified needs of a selected target market. These marketing mix elements individuall...

WEEK 3: ENVIRONMENT: Macro (Broad, general forces) Micro (Relationships and industry level) Internal (Inside the firm) No area of the marketing environment will remain stable = it is dynamic We need to...

WEEK 4: Companies must come to view the poor and underserved more as partners and colleagues, suppliers, producers, rather than merely clients or consumers. Latent market for goods and services Large growth opportunity, du...

Week 6: 5 cs: Strengths refer to the competitive advantages and other distinctive competencies that the company can exert in the marketplace. = Relative to competition = A useable advantage = Distinctive (unique) = Compete...

Week 9: Product life cycle: A common, well-known marketing model Helps predict the pattern of sales likely to be generated by product category over time Many products will follow this pattern,...

WEEK 5: Strategy Considerations: Focus, Differentiation, Cost Leadership, Market Coverage, Price Premium and Quality, Agile adapter, Disrupter, Sales promotion leader, Multifocused (2 segments), Blue Ocean POTENTIAL STRENG...

Week 7: Strategic direction = mission, objectives and goals Mission = reason for being, purpose of the firmSBU Policy = written guidance for key future decisions Objective = longterm, ongoing improvement area Goal = shortt...

WEEK 8: 1. Predict momentum 2. Environment conditions 3. Momentum environment 4. Checkpoint OK? 5. Identify SWOTTOWS 6. Identify key strategy differences 7. Viableattractive variations in strategy? 8. Impact of revised str...

Week 11: Experience Curve Concept: Firms improve productivity with experience OR practice makes perfect There tends to be a improvement each time total production experience increase This concept underpins the view that i...

WEEK 2: Positioning: LOW INVOLVEMENT AND VERY CLUTTERED MARKETS Value proposition: HIGH INVOLVEMENT PURCHASE DECISIONS The full positioning of a brand Its full set of benefits Pointsofdifference AND Pointsofparity Marketin...

Marketing Planning 2 Marketing Planning 3 permacharts TM ...

Introductory Marketing 2 Introductory Marketing 3 permacharts TM ...

An easy to follow summary of every key marketing principle. The ability to effectively match a product or service to a need requires a well rounded understanding of the selling, public relations, and advertising that makes...