M11-Market Roadmapping

Module overview

Preparation

Read the book Marketing Strategy and Organization: Building Sustainable Business, summary: M11-S1 - Reading - Marketing Strategy and Organization - Chapter 2 - Defining the business M11-S1 - Reading - Marketing Strategy and Organization - Chapter 4 - Strategic Ambition M11-S1 - Reading - Marketing Strategy and Organization - Chapter 5 - A Concept of the future M11-S1 - Reading - Marketing Strategy and Organization - Chapter 6 - Shaping the future

Session Notes

M11-S1 - Session - Introduction to Marketing M11-S2 - Session - Defining the business M11-S3 - Session - Summary day 1 M11-S4 - Session - Create a newspaper M11-S5 - Session - Life cycle value M11-S6 - Session - Pricing Strategy M11-S7 - Closing remarks

Terms introduced in this block:

• Abell Framework
• Appropriability as defined in Marketing Strategy and Organization - Chapter 4 - Strategic Ambition
• Basic consumer value drivers
• Brand Contact Points
• Channel partnering
• Competitive Advantage - Moenaert
• Conjoint analysis
• Critical Success Factors
• Customer Segmentation
• Customer Segmentation Criteria
• Customer Value Proposition - Moenaert
• Customer intimacy strategy
• Customer value life cycle
• Derived Demand
• Economies of scale
• Fighter brand
• Go-To-Market map
• Industry
• Lifestyle Segmentation
• Market Farming
• Market Hunting
• Market Making
• Market Scope Strategies
• Operational Efficiency
• Profiling Variables
• Role of Marketing in an organisation
• Rules of engagement
• Strategic Ambition
• Strategic Business Unit (SBU)
• Strategy - Marketing Strategy and Organization
• Sustainability of a Competitive Advantage
• The CODA framework
• The Commodity Magnet
• Trend spotting
• Value Grid
• Value Innovation
• Winner-Takes-All
• Opportunity Cost

<<snapshot print label:print id:all>>