墨尔本assignment:战略营销管理发展史

墨尔本assignment 战略营销管理发展史

为了追求一个有效的战略营销管理组织,掌握内部和外部的区域和领域的所有管理技能是很有必要的，这些都有可能会使营销活动的成功实现。我们必须要意识到这样一个事实，:战如何将组织转变成成功的主要因素，不然就是绝对的失败。战略”这个词,本身就是建议我们要谨慎规划和决策。因为在一个组织的长期增长期，这些战略营销管理的整体效果在其中发挥重要作用。
  Section 1--第一节
  在任何组织中，战略营销都起着根本性的作用。战略营销主要在设计定位策略与市场目标有着重大的帮助，除此之外,战略营销,首先,有助于分析目标细分市场的市场竞争力，包括一些成熟的,甚至不成熟的产品和服务。
  在完成细分市场后，战略营销人员便可以开始针对消费者或针对某个特定客户精心设计。战略营销，就是创建有效的和最息息相关的分配和定价策略,其次是形成独家广告策略和促销计划以及策略。
  此外,战略营销同时也要制定业务发展和的方向并研究策略的方式。最终促进组织长期增长和商业可持续性。
 
The History Of Strategic Marketing Management Marketing Essay
  In order to pursue an effective strategic marketing management in organisation, it is necessary to grasp all of the internal and external areas and domains that may lead to successful implementation of the marketing initiatives. Realising the fact that strategic marketing management is quite a broader field, today’s marketing professionals have to consider a number of those critical factors and aspects that turn the organisation into huge success, or an absolute failure. The word ‘strategic’ is, itself, suggests scrupulous planning and policymaking, because these are the overall effects of strategic marketing management that play a major role in long-term growth of an organisation.   Section 1   Strategic marketing plays a fundamental role in any organisation. Strategic marketing mainly helps in devising positioning strategies in relation to the market being targeted, but beyond all that, strategic marketing, primarily, helps in analysing the targeted market segments in view of the market competition with all well-established, mature and even immature products and services.   After segmenting the market, a strategic marketer meticulously devises relationship strategies with those of the consumers or customers being aimed at. Strategic marketing, then, creates effective and the most relevant distribution and pricing strategies, followed by formation of exclusive strategies for advertising and promotional plans and strategies.   Moreover, a strategic marketer, also, formulates business development and research strategies in a way that, ultimately, fosters long-term organisational growth and business sustainability. This is, again, the role of strategic marketing to pursue a set of strategies for marketing research too. ‘Cosse and Swan (1983) found one major problem in marketing planning was that US product managers lacked the "strategic orientation" required by strategic planning’. (Piercy, & Morgan, 1990, 128) Usually there are three fundamental processes involved in strategic marketing, wherein planning is the leading and most significant process, followed by the implementation and control accordingly.   Each of these elements is important not only for desired success of entire marketing strategies, but for an all-inclusive organisational growth. Exclusively for the planning process, organisation needs to perform a SWOT analysis first keeping view both internal and external factors. 'A marketing audit can help identify target markets for your firm. A marketing audit evaluates various internal and external components’. (Caragher, 2008, 59)   Objective and goal setting is also its main part, as it helps determine the market and consumer segmentation, as well as the role of strategic marketing management. Implementation is the process that brings the planning into action, and the control phase helps organisations in evaluating the planning process.   As per their functions, strategic marketing and corporate strategies are interlinked with each other, and organisation can never achieve their role by dealing with these elements separately. According to Tom Connora (2007), ‘a corporate strategy is more than marketing alone’. (Connora, 2007, 369)   A marketing strategy needs to be aligned with the corporate strategy of the organisations, while corporate strategies remain ineffective if its managers take the process of strategic marketing for granted.   Corporate strategies mainly determine the direction of the organisations, where marketing is supposed to follow the same direction. ‘Although marketing must be the principal channel of market knowledge this must be combined with and balanced by knowledge provided by the other business functions of the organisation. Thus a transcendent organisational view emerges which, it is suggested, is the true basis for corporate strategy’. (Connora, 2007, 369)   This is necessary to craft a comprehensive corporate strategy for the organisational success, but this cannot be completed without creating a strategic marketing plan. Knowing the fact that marketing has a lion’s share in entire business development of an organisation, effective corporate strategy entails a flexible structure enabling marketing strategies to freely perform in the market. The same goes for the marketing gurus in any organisation, as they can never achieve their goals and objectives if their strategies are not aligned with those of the features clarified in their main corporate strategies. Both of these factors go alongside each other.   Section 2   Utilised in strategic marketing planning, various models offer numerous benefits and advantages to organisations. The first benefit of using models is that it enables strategic marketers to find out substitutes and alternatives, during strategic marketing planning. Consequently, utilisation of these models enhances the decision making capabilities for strategic marketers, helping in making due decisions without unnecessary delays.   Through these models, organisations get timely information as well, thus making them capable to perform market forecasting more accurately. This well-timed information appears to be an asset in strategic marketing planning, as this information is, always, accessible and far-reaching. By using these models, organisations derive benefit from flexibility in framing the control reports as well.   There is a strong link between employing strategic marketing and strategic positioning. Theoretically, strategic positioning helps in product placement in a way that makes the product easily available in the target market.   In a word, strategic positioning stands for the strategic convenience in strategic marketing management, because strategic marketing revolves around positioning.   'Marketing strategies should respond to the distinctive characteristics and desires of its target market. Strategic positioning differentiates a business from its competitors by uniquely serving its target market. A strategic marketing plan should position a business so that its target market perceives that the business serves them and them alone'. (Kruger, 2011)   This is also the strategic positioning which helps in formulation of segmentation targeting. Strategic positioning also helps in multiplying the returns on existing marketing plans and strategies. Entire marketing strategies will bring no positive results if the crucial aspect of strategic positioning remains avoided. This is because strategic positioning plays a significant role in promoting the ratio of customer loyalty and profitability as well.   Merits of strategic positioning with respect to strategic marketing development are includable. First and foremost, it helps determine the target audiences according to the demographics of the target market. It helps in determining the way an organisation wants to place its products or services in the market after meticulous categorisation and classifications.   'The employment of positioning strategies that leads to creating a position in the marketplace is undertaken over time through deployment of marketing practices including advertising, public relations, promotion, sales inducing efforts, publicity, etc., brand management, firm image and reputation, product development, and cost controls'.(Blankson et. al., 2008, 2)   Accurate projection of the sales can never be achieved by skipping the inevitable element of strategic positioning. As organisations are never supposed to please all and sundry under the sun, there must be a smart positioning that may your products to customers found in a predefined market. Product positioning has emerged as a separate field in the world of strategic marketing management. Despite offering a highly enriched product to consumers, this is the meticulous positioning of the product which will decide its acceptability and penetration into the market.   There are various examples corroborating the significance of strategic positioning of any brand or service e.g. Coca Cola, Nestle, Wal-Mart, McDonalds, and FedEx, and GE (General Electric), and many more. Strategic positioning, also, depicts the in-depth market knowledge of organisation, as positioning is, usually, done with the help of market research, market intelligence and data gathering.