1. Strategy and Institutions
Marketing
Strategy and Institutions

2. Sub Topics Strategy Strategic Interactions Global Marketing
E-Marketing

3. Strategy What is Strategy? Strategy vs. Tactics
Traditional Environmental Assessment
SWOT
Internal Analysis
Marketing Strategy Core
Segmentation – Positioning – Targeting
Opportunity Analysis
Synergy Analysis
Functional Requirements
Portfolio Analysis
Strategy Generation and Evaluation
Generation of Objectives and Strategies
Evaluation
Implementation, Monitoring and Feedback
Marketing
Strategy
Process

4. Strategic Interactions: p2
Product
Place
Price
Promotion

5. Strategic Interactions: p2
Place x Promotion
Push Strategies
e.g. Off Invoice, Spiffing, Display Allowances, Floor Planning, Co-op Ad
Pull Strategies
Couponing, Rebates, Advertising Continuity/Loyalty Prog, Contests

6. Strategic Interactions: p2
Place x Product
Image complementarities
The Distribution Strategy as a branding opportunity
Issue of Private Label Brands
The Power of Brands in Channel Conflict
The Value of Branding in Channel Structures
Product features influence channel decisions
Reverse Channels
Service intensive products
Logistics

7. Strategic Interactions: p2
Place x Price
Trade promotions
Pricing decisions can lead to conflict
Pricing Policy can influence channel decisions
Distribution impacts consideration set and hence WTP
Alignment Issues (TIMEX)
Location?

8. Strategic Interactions: p2
Product x Promotion
Packaging and Labeling
Consistency in Ads and Design
Sales promotion and Divisibility
Advertising and Product Information
Promotion and Product Newness
Product quality and promotion

9. Strategic Interactions: p2
Price x Promotion
Advertising your Price
Building Reference Prices
Sales Promotion
Cents Off
Deals
Coupons

10. Strategic Interactions: p2
Product x Price
Price-Quality Continuum
Value = Product / Price
Bundling Issues
Product Line Pricing
The Price of a Brand
Option Pricing
EDLP vs PROMO as an example of 4-way interaction

11. The eMarketplace Who is the eConsumer? 4 ePs? eProduct ePrice ePlace
ePromotion
Strategy for the future

12. Going Global? Globalization vs Glocalization Mode of Entry Decision
Export
Indirect
Direct
Contract
Licensing
Franchising
Other Contractual Arrangements
Invest
Joint Venture
Acquisition
New Investment

13. International Faux Pas (Fox Pass?)…

14. When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company's mistakenly thought the Spanish word “embarazar” meant embarrass. Instead the ads said that… “It wont leak in your pocket and make you pregnant.”

15. In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as… “Pepsi will bring your ancestors back from the dead.”

16. Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign: “Nothing sucks like an Electrolux.”

17. Japan's second-largest tourist agency was mystified when it entered English-speaking markets and began receiving requests for unusual sex tours. Upon finding out why, the owners of Kinki Nippon Tourist Company changed its name.