The Marketing Concept

• Scope and Functions
• A New Approach to Marketing
• Competitive Pressures Changing the World
• The Smart Bomb Strategic Approach

Market Segmentation

• The Gap Growth Analysis Matrix
• Optimal Segments: Multifactor Analysis
• Enterprise Growth Segmentation Opportunities
• Analyzing Segments Attractiveness and the Company Capability Related to Them
• Drawing the Segment Selection Matrix

Blue Ocean Strategies

• The Principles of Blue Ocean Strategies
• Moving from Red Ocean to Blue
• Formulating a Blue Ocean Strategy:
  • Reconstruct Market Boundaries
  • Reach Beyond Existing Demand

The Business Situation Analysis

• SWOT and TOWS Analysis
• Competitive Analysis
• Environmental Analysis

Strategic Marketing Planning

• Linking the Marketing Strategy to the Vision, Mission and Objectives of the Company
• The Marketing Planning Process

Strategy Development

• Considering Different Strategic Alternatives
• Analyzing Different Marketing Strategies
• Formulating Long Term Marketing Goals
• Selecting and Developing the Marketing Strategy for the 4Ps
• Marketing Warfare Strategies

Tactical Planning Activities

• Short Term Marketing Objectives
• Positioning Strategies
• Auditing the Product Portfolio
• Linking Marketing Tactics to Sales Activities and Forecasts

Developing the Marketing Action Plan

• Developing Activities for the 4Ps
• Scheduling Activities
• Allocation of Human and Financial Resources
• Putting it all Together