Land Rovers
TASK 1: An assessment of the role of strategic marketing in an organization
Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication.
Name
Year
Definitions
Aramario & Lambin
1991
“although marketing has basically an strategic conception of the selling activity, we use to distinguish between strategic marketing and operational marketing, depending on long term or short term objectives. Strategic marketing starts in thoughts about current situation of the company and situational analysis and possible evolution of the markets and the environment, with the goal of detecting opportunities which can establish objectives”
Schnaars
1991
“There is no unified definition upon which marketers agree. Instead, there are nearly as many definitions of it as there are uses of the term. Clearly, marketing strategy is a commonly used term, but no one is really sure what it means”.
Bradley
1991
" the strategic marketing process, therefore implies deciding the marketing strategy based on a set of objectives , target market segments, positioning and policies"
The role of strategic marketing in an organization:
There are many roles of strategy within an organization. This article presents 4 role of strategy which is present in each strategic organization.
1. Framework for Operational Planning.
Strategies provide the framework for plans by channelling operating decisions and often predefining them. If strategies are developed carefully and understood properly by managers, they provide more consistent framework for operational planning. If this consistency exists and applied, there would be deployment of organizational resources in those areas where they find better use. Strategies define the business area
Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication.
Name
Year
Definitions
Aramario & Lambin
1991
“although marketing has basically an strategic conception of the selling activity, we use to distinguish between strategic marketing and operational marketing, depending on long term or short term objectives. Strategic marketing starts in thoughts about current situation of the company and situational analysis and possible evolution of the markets and the environment, with the goal of detecting opportunities which can establish objectives”
Schnaars
1991
“There is no unified definition upon which marketers agree. Instead, there are nearly as many definitions of it as there are uses of the term. Clearly, marketing strategy is a commonly used term, but no one is really sure what it means”.
Bradley
1991
" the strategic marketing process, therefore implies deciding the marketing strategy based on a set of objectives , target market segments, positioning and policies"
The role of strategic marketing in an organization:
There are many roles of strategy within an organization. This article presents 4 role of strategy which is present in each strategic organization.
1. Framework for Operational Planning.
Strategies provide the framework for plans by channelling operating decisions and often predefining them. If strategies are developed carefully and understood properly by managers, they provide more consistent framework for operational planning. If this consistency exists and applied, there would be deployment of organizational resources in those areas where they find better use. Strategies define the business area