PAZARLAMA YÖNETİMİ - Deneme Sınavı - 14

It is clear that the success of marketing depends on the success in implementation. The deffinition of marketing implementation emphasizes the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives.

Neumann and Morgensters (1947) were one of the pioneers to relate the strategy concept with business. In their research titled as “Theory of Games and Economic Behavior”, the researchers define (business) strategy as “a series of actions which is decided by the firm according to the situation”.

Strategy is a unified, comprehensive and integrated plan created to assure that the basic aims of the business are attained.

Guidelines for Effective Strategic Planning Process: 1.It should be a people process more than a paper process; 2. It should be words supported by numbers rather than numbers supported by words; 3.It should challenge the assumptions underlying the current corporate strategy; 4.Continually strengthen the “good ethics is good business” policy; 5.It should not be controlled by “technicians”.

The hierarchy of levels of strategy is like a nest in which one strategy covers another. Corporate strategies are supported by business strategies, which in turn are supported by functional strategies. Therefore, corporate level success cannot be achieved if the organization does not know how to succeed at the business level. Similarly, business level success cannot be achieved unless organization knows how to succeed at functional level. Business level strategy focuses on the concept of “competing” and it covers all functional areas of a business unit such as operations, marketing, logistics, research and development, etc.

As the name applies, stars are likely to have higher market share and are high-growth businesses or products, thus they are likely to be market leaders. However, in order to finance this growth, they also need higher investments. For instance, iPhones and Galaxy Notes are stars for Apple, and Samsung, respectively.

A company may choose to use diversification strategy which examines the opportunities for developing or buying new products for new markets. Thus, it involves new brands and new markets since product modifications may develop new uses for products, which may create a different market.

In pure competition, the products are homogenous, and there are so many buyers and sellers in the market, thus there is no firm becoming large enough to affect prices.

David Ricardo enhanced Smith’s ideas of absolute advantage and created the notion of comparative advantage. According to Ricardo, the different environments and climates of nations favor some industries.

The Bargaining Power of Buyers: Regardless of the type of market, buyers may become powerful. Similar to suppliers, powerful buyers may create value for themselves by driving prices down, demanding higher quality or more services. Buyers are powerful if they are purchasing in huge quantities or if there are few buyers. When these powerful buyers affect your prices, your competitive position may be weakened in the market.

Value chain includes five primary activities (inbound logistics, operations, outbound logistics, marketing and sales, after-sale service) and four supporting activities (procurement, technology development, human resource management, firm infrastructure).

Sales analysis: Many managers think about sales as the only indicator of marketing performance. While sales are important, it may be misleading to look only at sales without considering the sales of competitors and marketing costs.

Market share analysis requires collecting and interpreting information at the buyer level at the end of each brand’s sales. Company must observe the market share, and if its market share increasing this means that the company is beyond its competitors.