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无限论文:Marketing strategy

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  论文题目:Marketing strategy

  论文语言:英语论文 English

  论文专业:MBA

  字数:2000

  学校国家:英国 U.K.

  是否有数据处理要求:否

  您的学校:不是名校

  论文用于:Master assignment 硕士课程作业

  补充要求和说明:

  先要定义customer value 和marketing sensing 然后找家公司做个小Case Study。用这两个知识分析,说明下这两个知识在实际公司中起到的作用和重要性

  Two Dimensions in Strategic Marketing: A Case Study

  Table of contents

  Executive Summary

  1. Introduction

  2. Definition and Evaluation of Two Dimensions in Strategic Marketing

  2.1 Customer Value

  2.2 Marketing Sensing and Learning Strategy

  3. Application of Practical Marketing Strategy to Case Study: McDonald’s

  3.1 Company Analysis

  3.2 SWOT Analysis

  3.3 Two Dimensions of Strategic Marketing Applied to McDonald’s

  4. Conclusion

  5. Reference

  6. Appendix

  Executive Summary

  This report aims to analyze two dimensions in strategic marketing through a case study, namely, customer value creation and market sensing and learning strategy. There will be definition of the terms and some explanations about their roles and importance in the complex global context. Apart from this, it will be straightforward to comprehend customer value and market sensing by their application to the practical case study. It can provide a direct acquaintance with strategic marketing further. By the introduction of the basic information of the corporate, the report will have a detailed analysis on the application. Through discussing corporate social responsibility of McDonald’s, it demonstrates the significance of customer value and market sensing of marketing strategies. There is also a SWOT analysis at the end of this report to favor their roles similarly. To some extents, it may provide an evidence and example for organizations to consult.

  1. Introduction

  With rapid development of global economy, businesses gain more opportunities to make profit but at the same time are put at stake by facing more challenges than ever before. It is no doubt that globalization is a two-edged sword on this level. And marketing has taken a revolutionary change in the complex global context as well as in its customer relationship. Nijssen and Frambach (2000) said that what is different between successful and unsuccessful corporate is the ability of organizations to deliver better customer value. But it is similarly important for an organization to know that marketing information has great impact on the outcome because it will illustrate how we think about and cope with the marketing environment, namely, the partner, the competitor and the customer. That is why marketing sensing and learning strategy should be paid extra attention to in strategic marketing. Superior knowledge about strategic marketing is a precondition for insightful market planning and better customer value.

  5. Reference

  Blythe, J., 2006. Principles & practice of marketing. London: Cengage Learning EMEA.

  Business Performance Management Forum, 2006. Accelerate How You Differentiate: The Alert Enterprise Audit, Palo Alton CA: BPM Forum.

  Day, G. S., 2002. “Managing the market learning process”. Journal of Business & Industrial Marketing, 17, 4: 240-252.

  Fisher, M. L., 1997. “What is the right supply chain for your product?”. Harvard Business Review, 75, 2: 105-116.

  Hawkins, D. I., Best, R. J. and Coney, K. A., 2004. Consumer Behavior: Building Marketing Strategy. New York: McGraw-Hill Irwin.

  Kotler, P., 2003. Marketing insights from A to Z: 80 concepts every manager needs to know. New Jersey: John Wiley and Sons.

  Levinthal, D. A. and Nardi, T. G., 1993. “The Myopia of Learning”. Strategic Management Journal, 14, 2: 95-112.

  Nijssen, E. J. & Frambach, R. T., 2000. Creating Customer Value Through Strategic Marketing Planning: a management approach. New York: Springer.

  Piercy, N. F., Cravens, D. W. and Lane, N., 2010. “Marketing out of the recession: recovery is coming, but things will never be the same again”. The Marketing Review, 10, 1: 3-23.

  Porter, M. E., 1985. Competitive Advantage. New York, NY: The Free Press.

  Ramaswami, S., Bharghava, M. and Srivastava, R., 2004. “Market-Based Assets and Capabilities, Business Processes and Financial Performance”. Report 04-102, Cambridge, Mass.: Marketing Science Institute.

 

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