1. Strategic Marketing: An Introduction
Mamurjon Rahimov

2. Outline About the lecturer About the module (subject)
The main thing in business
What pure profit maximization can cause
The most important formula in marketing
Definitions of Marketing
Scope of Marketing
Marketing Orientation
The need for Strategic Marketing
Definition of Strategic Marketing
Four Marketing Strategy Options
Some examples from international markets

3. About the lecturer Education
Bachelor of Business Administration - Marketing, Organization and Management from R. Goizueta Business School, EMORY University, Atlanta, GA, the USA (1999);
Master of Arts in Economics from the University of Illinois at Chicago, Chicago, IL, the USA(2005);
Certificate in Teaching of Economics from the Center for Economic Education at the University of Illinois at Chicago(2004).
Industry experience
Assistant Manager at Uz-Daewoo Auto Co. Tashkent Headquarters, Export Department
Researcher at World Trade Center Chicago
Marketing consultant at consulting company “Rumezant”

4. About the lecturer Teaching Experience
Adjunct Economics Instructor at International Academy of Design and Technology Chicago, IL, the USA
Visiting lecturer at Management Development Institute of Singapore in Tashkent
Marketing and Economics lecturer/consultant at Uzbekistan-Japan Center
Marketing and Management Lecturer at Westminster International University in Tashkent
Visiting Lecturer, Marketing and Management the Higher School of Business under auspices of Cabinet of Ministers of Uzbekistan

5. About the lecturer Subjects taught Principles of Economics
Principles of Marketing
Consumer Behavior
Knowledge, Innovation, and New Product Development
Marketing Communications
Retail Management
Corporate Governance
Production/Operations Management
Aspects of International Marketing Management

6. About the module
Summary of Module content: The module will help students effectively and efficiently analyze the internal and external environments, and formulate and evaluate different marketing strategies within the business environment. It will cover branding issues and product life cycle management, as well as measurement of the marketing effectiveness.
MODULE AIMS
These are to provide students with a thorough grounding in the following:
formulation of strategy and the constraints on and in this process;
analytical frameworks used in devising and evaluating marketing strategies;
the importance of brand content and product life cycle management
ways of measuring the effectiveness of marketing;
the relationship of marketing and business environment
contemporary marketing issues.

7. About the module LEARNING OUTCOMES
On completion of the module the student should be able to:
Grasp the relationship between business and marketing strategy and apply this to real organisations;
Comprehend and apply the essential analytical tools used in the creation, planning and implementation of marketing strategy, also evaluating its effectiveness.
Comprehend and critically appraise the role and place of marketing within an organisation, displaying awareness of the impact of culture on this role;
Critically establish the crucial role of brand content and product life cycle management in organisational success;
Identify and critically appraise developments that are likely to affect the way in which the marketing management process will be defined and conducted in the future.

8. About the module INDICATIVE SYLLABUS CONTENT
The syllabus may include but not be limited to:
External Marketing Environment
Internal Marketing Environment
Marketing Strategy
Competitor Analysis
Measuring performance (metrics)
The relationship with Marketing Communication
Branding and Product Life Cycle Management
Contemporary trends in world markets
Assessment: 50% examination, 50% coursework

9. Recommended reading Marketing Analysis and Strategy Texts
Core textbook Gilligan, C. and Wilson, R. (2004) Strategic marketing management: planning, implementation and control. Oxford, Butterworth -Heinemann
Piercy N.F. (2002) Market-led Strategic Change, Elsevier
Doyle, P. and Stern, P. (2006) Marketing Management and Strategy, Pearson.
McDonald, M. Smith, B and Ward, K. (2005) Marketing Due Diligence, Butterworth-Heinemann
Bradley, F. (2003) Strategic Marketing, Chichester, John Wiley & Sons.
Doole, I. and Lowe, R. (2004) International marketing strategy: analysis, development and implementation. London, Thomson Learning
General marketing text
Dibb, S., Simpkin, L., Pride, W. and Ferrell, O. (2000) Marketing:
Concepts & Strategies, Houghton Mifflin
Kotler, P. Wong, Saunders, Armstrong(2004) Principles of Marketing, Pearson
Kotler, P. and Keller, K. (2005) Marketing Management Pearson
Specialist Texts
Hart, S. Marketing Changes (2003) Thompson
Trout, J. & Ries, A. (1997) Marketing Warfare, McGraw-Hill
Leaders are readers.

10. The main thing in business

11. CUSTOMER SATISFACTION!!!
What is the main thing in business?
Sales?
Profit?
Business Growth?
Market share?
Money?
Customers
Customer Loyalty?
CUSTOMER SATISFACTION!!!
Customer satisfaction is the goal. It is the main thing. Profit is a result. It is like a tip left by satisfied customer. In other words, Customer satisfaction is the goal and Profit is just one of many results a company can have because of satisfied customers. A local example about a company who tried to maximize profit at the expense of customer satisfaction.

12. What pure profit maximization can cause…
A company had the largest market share
Well-recognized brand
Latest technology, high quality raw materials
High demand for their goods
It lost almost everything.
How did it happen?
In order to cut cost, it bought cheaper raw materials.
Cheaper means lower quality
It sold the product under the same brand and at the same price.
Customers were furious.
Most customers abandoned the company.
They switched back to high quality raw materials, but it did not bring back most customers.

13. CS=P-E A local example: Warranty for refrigerators = 3 years (=E)
The most important formula in marketing
Customer satisfaction = CS
Performance = P
Customer Expectations = E
CS=P-E
A local example:
Warranty for refrigerators = 3 years (=E)
If P = 4 years, CS = 4-3 = +1 = Satisfied
If P = 2 years, CS = 2-3 = -1 = Dissatisfied
If P = 3 years, CS = 3-3 = 0 = Indifferent
Example of a local white goods manufacturer

14. Definition
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals' and companies' goals.
-The American Marketing Association

15. Definition
Professor Philip Kotler says that “CEOs tend to see marketing as a department that comes into play after the product has been made and the remaining job is to sell it.”
According to Professor Philip Kotler, Marketing is 'Satisfying needs and wants through an exchange process'

18. My definition of Marketing
Marketing is a force that guides everyone in the organization to satisfy customer needs.
Mamurjon Rahimov
Fable by a famous Russian writer and poet Krylov: Swan, Pike (or Jack) fish, and Lobster.

20. Marketing starts with the organization's mission:

21. You Need Two Marketing Departments!!
Most marketing departments are engaged in tactical brand-maintenance instead of brand-building.
Strategic marketing is missing in many marketing departments. Strategic marketing requires taking a 3-5 year view of the business.
SOLUTION
TWO MARKETING DEPARTMENT…!!!
From a presentation of Philip Kotler
Downstream Marketing
Upstream Marketing
Markets TODAY’s Product
Create TOMORROW’s Product

22. Definition
Our colleagues at Ketter Consulting define Strategic Marketing as an umbrella management process for creating, communicating and delivering value to customers The process of strategic marketing guide the following organizational decisions:
Developing a marketing strategy
Selecting market types, audiences and market segmentation
Designing competitive and cooperative behaviors
Shaping the internal organizational environment: market orientation in research and development, organizational culture and market knowledge
Shaping the external organizational environment: customer relations, marketing communications and corporate social responsibility.

23. Stages of Strategic Marketing
Strategic marketing include 3 major stages:
1. Analysis - Analyzing the organization, customers, competitors and the business environment in which we operate.
2. Planning - Match between the business environment and our mission and values. This stage focus on two steps: develop products and services with a sustainable competitive advantage, and design an attractive brand.
3. Execution - In order to communicate our improved value proposition, the communication tactics of public relations, advertising, sales promotion, direct marketing, guerrilla marketing, e-marketing and others should be employed.

24. Four Marketing Strategy Options

27. Amazon's Letter to Shareholders 2013
As regular readers of this letter will know, our energy at Amazon comes from the desire to impress customers rather than the zeal to best competitors. We don’t take a view on which of these approaches is more likely to maximize business success. There are pros and cons to both and many examples of highly successful competitor-focused companies. We do work to pay attention to competitors and be inspired by them, but it is a fact that the customer-centric way is at this point a defining element of our culture. - Jeff Bezos

28. Conclusion
Marketing is too important to be assigned to Marketing Department;
Customer satisfaction is a relative measure;
Customer satisfaction is the ultimate measure of effective Marketing Strategy;
Companies from around the world are realizing importance of marketing in long-term success;
It’s paramount to inculcate Marketing Orientation within organizations.

29. Thank you for your attention!
Mamurjon Rahimov