Strategic marketing

4

Industry life cycle

Revitalising markets

Strategies for declining/ stagnant industries

Space analysis

Competitive Advantage Matrix

5

Market Analysis

6

Forces of competition

7

The marketing environment

Booms and slumps and the economy

Technological change

Cross impact matrix

The TOWS matrix

The TOWS matrix

8

Complex buying decision

Factors influencing consumer behaviour

Roles in the purchase decision making process

Family Life Cycle Stages

Stages in the marketing research process

9

Sources of competitive advantage

10

Requirements of a market segment

Profiles

Perceptual map

Perceptual map

11

Types of sales promotion

12

Ansoff matrix

International Market Entry Methods

• Indirect export
• Direct export:
• A domestic-based export department or division
• An overseas sales branch or subsidiary
• Travelling export sales representatives
• Foreign-based distributors or agents
• Licensing
• Joint ventures
• Direct Investment

• EXHIBIT 12.2 WHAT IS A NEW PRODUCT?
• New to the world products: inventions—in-line skates, Polaroid camera, etc.
• New category entries: P&G’s first shampoo, Ford’s first Mini
• Additions to product lines: Tide liquid detergent Product improvements: current products made better Repositionings: Arm & Hammer’s baking soda repositioned several times as drain
• deodorant, refrigerator deodorant, etc.

Reasons for product failure

• products lack useful/meaningful uniqueness
• planning is poor during the introduction phase
• the introduction is badly timed, e.g. before the market is ready for the product
• key important points are sometimes overlooked in the enthusiasm to go ahead
• poor marketing and failure after launch
• the top management in the organization does not provide adequate support for the product
• company politics, e.g. between various brand managers
• unforeseen high product costs.