Business Strategy Strategy and Marketing Strategy and Marketing Nikolaos Karanasios Assistant Professor CEO of the Serres Business & Innovation Centre 03
Marketing first What is Marketing? ● Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Another simple definition of "marketing" is "managing profitable customer relationships". Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behaviour and providing superior customer value. From a societal point of view, marketing is the link between a society's material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships.
What do I say: Marketing is a scientific methodology with which an organization is being informed about the changes of the people desires, adapts to the products and services to them and communicates the availability, due to create long term transaction relations.
Marketing Strategy, or... Every USP (Unique Selling Proposal) originates from a different competitor, so Marketing is “framed” within the expected reaction of the competitors. Under this statement, Marketing has a Strategic Character, as far as: “Marketing is Assessing the competitors” and is addressing the products and services of the organization to specific “Market Niches” Aims to long term goals. Is basing success on one or more “competitive advantages” But it is not Strategy, in while: It is limited to the existing products or services. It is limiting the competition in terms of products or services. It is considering the competitors as “rivals”
Marketing techniques Market Research ● Marketing Research ● Pricing ● Promotion ● Advertisement ● Diversification ●
Back to history of Strategy First appeared by kings Philip and his son Alexander. ● History is not accurate, but it's lessons are. ● What did they do? ●
King Philip Unified the Hellenic tribes (all but Spartans) in order to face ● the Persian aggression. Created an organizational brand name. ● Prepared a “Strategic Plan” and implemented it. ●
Plan outline: Informed about the “adversary” ● Decided to take a share of the “market” ● Got prepared ● Built a myth of the organization ● Segmented the competition ● Elaborated tactics and policies ● Set values ●
Xenophon Managed to drive 10.000 mercenaries through Persia (from ● Teheran to Black Sea) by making a wise use of capital; he was buying from the locals all the necessary food and animals. Found little resistance...
Alexander Was carrying 30 days food for the troops (3 days was the norm ● and still is...) Dairy animals were following. ● Added more than 30.000 auxiliary personnel to the 20.000 ● troops. Every kind of profession. From Engineers to Philosophers, Carpenters, Medical doctors and 2.000 common women!
Some strategy hints on Alexander Attracted the clients (inhabitants) with his offer (Unique Selling ● Proposal); transform them from governor's items to citizens. Delivered the promised value; encouraged election of local ● authorities. Did not abuse properties and personalities. ● Presented the image of a “competitor” instead of enemy. ●
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