1. Key Role of Marketing in Business
1.1. Organization (culture)
1.2. Finance (financial state)
1.2.1. Maximize Value of the Company
1.2.2. Resource Allocation
1.3. Strategy (business strategy)
1.3.1. Capture Value in the Market
1.3.1.1. Where Value comes from?
1.3.1.1.1. Cost Incurred
1.3.1.1.2. Benefits to the Customer
1.3.2. Value to Implement
1.3.2.1. Where to compete?
1.3.2.2. What is the customer needs?
1.3.3. Competitive Advantage
1.3.3.1. How to compete?
1.3.3.1.1. Selection of Strategy
1.3.3.1.2. Competitive Position
2. Strategic Marketing Decision
2.1. making marketing recommendations based on the competitive environment
2.2. Steps
2.2.1. 1. Understand the current situation (business context)
2.2.1.1. Objectives
2.2.1.2. Strategy
2.2.1.3. Financial
2.2.1.4. Organizational
2.2.2. 2. Issues and Opportunities
2.2.2.1. Segmenting
2.2.2.1.1. segmenting market in the useful way?
2.2.2.2. Targeting
2.2.2.2.1. targeting segments with strengths vs competion?
2.2.2.3. Positioning
2.2.2.3.1. improve value proposition to target segments vs competitor offers?
2.2.3. 3. Anticipate Change
2.2.3.1. Changes that may affect company growth
2.2.3.1.1. Internal
2.2.3.1.2. External
2.2.4. 4. Plan of Action
2.2.4.1. Should there be any changes to corporate objectives and strategies?
2.2.4.1.1. Targeting
2.2.4.1.2. Marketing Mix
3. Opportunities to Create Value
3.1. Steps in Creating Value
3.1.1. Awareness of Needs of
3.1.1.1. Define dissatisfaction of client
3.1.1.2. Identify possible solutions
3.1.2. Assessment of Alternatives
3.1.2.1. Help client match alternatives against reuquirements
3.1.3. Alleviation of Risk
3.1.3.1. Identify and minimize risks
3.1.4. Decision
3.1.5. Achievement of Results
3.1.5.1. Implementation of solution
3.1.5.2. Identifying potential problems
3.2. Importance of creating value
3.2.1. Save client time
3.2.2. Rethink client needs
3.2.3. Assist client decisions
3.2.4. Improve business performance
4. Sustainable Competitive Advantage (Winning via USP)
4.1. Marketing
4.1.1. Strategic C's
4.1.1.1. Customer
4.1.1.1.1. Needs, Wants, Demands
4.1.1.1.2. Repeat Sales
4.1.1.2. Company
4.1.1.2.1. Profits
4.1.1.3. Competition
4.1.1.3.1. Market Share
4.1.2. Marketing Opportunity
4.1.2.1. What is?
4.1.2.1.1. Needs, Wants, Demands
4.1.2.1.2. Offer is better than competition
4.1.2.2. What to do?
4.1.2.2.1. Size the market
4.1.2.2.2. Segmentation of market
4.1.2.2.3. Target market
4.1.2.2.4. Position in the market
4.1.2.3. Winning Competitive Advantage via Unique Selling Proposition (USP)
4.1.2.3.1. Solve the problem of the customer better than competition
4.1.2.3.2. Unique PTM and USP (combination of the 4Ps of the brand)
4.1.2.3.3. Better than competition USP for gaps
5. Marketing Plan
5.1. Profile
5.1.1. Description of the PTM
5.2. Problem
5.2.1. What does PTM wants solved?
5.3. Present solution to the pain
5.4. Proposition or USP
5.4.1. What makes you different from competition?