In [[Marketing Strategy and Organization: Building Sustainable Business]] the following players in the marketing arena play a role:
* Who is the targeted customer (for whom)
** Marketing is a battle of perceptions. Customer think in terms of brands and symbols. Thus companies must position themselves in dimensions that are ''Communicable'' to the target customers.
** The strategy must further be ''relevant'' to these customers.
** The quest for a 'mental monopoly' goes along the following lines:
*** It is better to be first than it is to be better (law of leadership)
*** If you cannot be first in a category then set up a category you can be first in (law of category)
*** It is better to be first in the mind than to be first in the market place (law of the mind)
* Who are the competitors (against whom)
** The strategy must be ''distinguish'' itself on key customer benefits as perceived by the customer.
** The strategy must be ''sustainable'';  the quest for sustainability goes along these lines:
*** 'God is always on the side of the big battalions'. Everything else being equal - size does matter
*** 'The defensive form of warfare is stronger than the offensive'
* Who is the initiating company (by whom)
** A competitive strategy must, of course, be ''feasible''
** A competitive strategy lastly must be ''credible''. A company cannot completely act against their brand's main values.
 <<image /static/files/MBI/Module%2011/rulesofengagement.png width:500>>
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marketing_public
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Sat, 08 Jan 2011 19:14:53 GMT
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dirkjan
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Sat, 08 Jan 2011 19:14:53 GMT
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dirkjan
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M11
M11-S1 - Reading - Marketing Strategy and Organization - Chapter 5 - A Concept of the future
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dirkjan