Markets and marketing models

1) This handout shows some of the key models from the Markets and marketing unit. They are
all taken from the core textbook (Marketing Managemement A Relationship Approach 2e
Hollensen Prentice Hall 978-0-273-70683-0). It also includes the page number so you can
read more about the model if you wish and find the more detailed reference.
2)

Generic models you may wish to consider using for the assessment:
SWOT
PESTLE
PORTERS FIVE FORCES
PORTERS VAUE CHAIN
THE MARKETING MIX
ANSOFF GROWTH MATRIX
BCG GROWTH SHARE MATRIX
GE MCKINSEY MATRIX
PORTERS GENERIC STRATEGY
A PERCEPTUAL MAP
BOWMANS STRATEGY CLOCK
PORTERS DIAMOND
STP

Relationship marketings six-markets model (Payne) pg9

These are the six markets which need to be considered if the customer is to be served satisfactorily.

Forms of relationships pg 16

The resource based view vs market orientation pg28

Two opposing perspectives regarding achieving competitive advantage

The value chain (Porter) but simplified by Hollensen pg39

The categories and elements considered to make-up customer focus/competitive advantage.

Inter and intra-firm relationships pg40

Virtual value chain pg49

Porters Diamond pg66

Factors which combined makeup international competitiveness.

Porters Five Forces pg75

Elements which can help assess how competitive a firm/industry is.

Competitor benchmarking pg80

A ranking tool to assess competitors.

Development of core competencies pg81

SPR model pg 111

Customer involvement in the buying decision pg13

Customer decision making process pg114

Supplier selection model pg132

Factors influencing the organisational buying process pg133

Organisation of the buyer-seller relationship pg201

SWOT and competitive advantage pg242

Ansoff product-market matrix pg246

A marketing planning tool which usually aids a business in determining its product and market
growth.

PLC pg250

GE Matrix 258
Maps Strategic Business Units on a grid to determine strategic decisions.

BCG pg252
An analytical tool which helps organsations to analyse their product lines.

Segmentation criteria for the B2C market pg289

Generic competitive strategies (Porter) pg307

Describes how a company pursues competitive advantage across its chosen markets.

Steps in a relationship strategy pg366

Three levels of a product pg394

The full service concept pg399

Branding decisions pg411

Types of brand

Pricing framework/decisions pg438

Using intermediaries pg463

Push vs pull strategies pg495

Steps in the value chain pg497

The role of internet communications in the value chain pg516

Organising the marketing effort - pg539