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Strategic Marketing

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Detailed notes for the Strategic Marketing module

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Lecture notes

Innovation and Marketing Strategies ‘Cross the CHASM’

The STP Approach and Cluster Analysis

Pricing and Distribution Marketing Strategies

Planning, Marketing Environment, and Strategies

Marketing Communication Strategies

Subjects

Continuous innovations
Dynamically continuous innovations
Discontinuous innovations
Disruptive products
Idea generation
Idea screening
Concept development and testing
Marketing strategy development
Bu
Segmentation
Targeting
Positioning
Behavioural factors
Psychographic factors
Demographic factors
Geographic factors
Cluster analysis
Chaid analysis
Segmentation barriers
Consumer behaviour
Consumer decision making process
Reference groups
E-fluentials
Consumer socialisation
Classical conditioning theory
Operant / instrumental conditioning
Dolan’s eight options
Online pricing strategies
Implementing pricing strategy
Price and distribution strategies

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