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Lecture 2
How does marketing affect customer value?
Technology Development
Procurement
Market- Serv-
Out-
Inbound Opera- ing ice
bound
Logistics tions and
Logistics
sales
Primary Activities
A source of competitive advantage
Applications in a wide variety of
markets
Difficult to imitate
Analysis
of organization’s strengths and
weaknesses. Identification of organization’s
opportunities and threats.
Mid-1920s: Model
Model T A
produced using launched in more
an assembly than 20 different
line styles
Ford and
1960s: Launched 2004: Launched Microsoft has
Mustang, a sporty Escape, the first cooperated to
car hybrid SUV develop the
SYNC
Factors that mediate marketing’s
strategic role
Competitive conditions may enable a
company to be successful in the short
run without being particularly sensitive
to customer desires.
Product-orientation or production-
orientation
Sales-orientation
Factorsthat mediate marketing’s
strategic role
Different levels of economic development
across industries or countries may favour
different business philosophies
Firms can suffer from strategic inertia—the
automatic continuation of strategies successful
in the past, even though current market
conditions are changing.
A strategy is a fundamental pattern of
present and planned objectives, resource
deployments, and interactions of an
organization with markets, competitors, and
other environmental factors.
The hierarchy of strategies
Corporate strategy
Business-level strategy
Functional strategies
The components of strategy:
Scope
Goals and objectives
Resource deployments
Identification of a sustainable
competitive advantage
Synergy
Corporate strategy
Decisions about the firm’s scope and resource
deployments across its businesses are the primary
focus of corporate strategy.
Essential questions at this level:
What business(es) are we in?
New 2. Market
markets development 4. Diversification
Can be Difficult, Time-Consuming, Costly to Implement
customer.
The advantage should be difficult for
competitors to copy.