Strategic Marketing

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I-STRATEGIC MARKETING

Overview of Strategic Marketing

Strategic definition of marketing is often presented as a vague concept in marketing books.

The marketing process

 Marketing can be defined as the grouping of all the tools and all the methods used to create, recreate or create needs in consumers.

Marketing includes two additional phases which are, firstly, strategic marketing, which remains something theoretical and operational marketing which complements the putting in place all the tools to carry out this strategy, which is to concrete. These two phases are interdependent.

Strategic marketing is thinking about what to do after analyzing the entire market, that is to say make a SWOT or use the PESTLE method to clear a diagnosis on the overall market and the company in question .

The analysis takes place in three phases:

·        Knowledge
·         Reflection
·         The decision
 

During the lecture phase of strategic marketing, it also carries a roadmap, marketing plan and a detailed budget is established to know the resources allocated to a particular type of operational marketing (street marketing, POS ...)

During the different stages of the operational marketing, there are two phases:

·         The Action Phase

·         The control stage 

To develop strategic marketing it is necessary to analyze trends, consumer behavior, the entire market or competitors.

One method to perform the analysis of the company's activities is the use of the BCG matrix. Launching a product requires the verification of the equation of the matrix between:

·           The cows: unattractive but competitive.

·         The dead weight: unattractive and uncompetitive.
·         The stars: attractive and competitive.
·         The dilemmas: attractive but somewhat competitive.
 

The action part (operational marketing) uses marketing mix or 4 P method:

·         The Product

·         The Price

·         Place (distribution)

·         The Advertising (communication) 

Finally, the control portion controls whether the objectives have been met or exceeded, and thus evaluate the performance of the company.

 II - The Role of need

In terms of need, to consider the cause of the action and its intensity. The need is a gap between a real situation and a desired situation. It can be characterized by the expectation of a product, application or by motivation.

Maslow's pyramid class needs these in order of importance, from the bottom of the pyramid and going up: the physiological needs (eating, sleeping), safety needs, belonging needs (integration in a group) , esteem needs (recognition by a particular group) and the needs of self-expression (self-fulfillment).