MKT-210 Chapter Notes - Chapter Chapter 2: Ken Wilber, Integrated Marketing Communications, Human Resource Management
Document Summary
Chapter 2 developing marketing strategies and a marketing plan. The bases on which the firm plans to build a sustainable competitive advantage. Sustainable competitive advantage: is an advantage over the competition that is not easily copied and can be maintained over a long period of time. 4 macro strategies that focus on aspects of the marketing mix to create and deliver value and to develop sustainable competitive advantage. Operational excellence: achieved through efficient operations and excellent supply chain and human resource management: firms achieve efficiencies by developing sophisticated distribution and information systems as well as strong relationships with vendors. Product excellence: having products with high perceived value and effective branding and positioning: similarity in companies causes some firms to have difficulty developing a competitive advantage through their merchandise and service offerings. Locational excellence: having a good physical location and internet presence: a competitive advantage based on location is sustainable because it is not easily duplicated.
