Strategic Marketing Management Essay Example | Topics and Well Written Essays - 2500 words

Strategic Marketing Management - Essay Example The research could be casual, descriptive or exploratory in nature according to the needs of the organization. After the analysis is done the organization can move on to developing a viable, long term strategy for the organizations’ marketing efforts. The main focus of the strategy is to allow for segmentation and targeting of the desired customer base and deciding on the value proposition that they would be offered in return for becoming their customers. The basic challenge of strategic marketing is, therefore, to manage marketing intricacy, customer and stakeholder expectations and to reconcile with the effects of a varying atmosphere in the context of certain resource availabilities. Strategic Marketing enthusiasts often adopt management concepts to their unique needs. As the basic purpose of both management and marketing is to explore the relationships an industry or organization has with its environment, some of the widely used management tools and frameworks have been ad opted for the marketing process. These would include the industry analysis techniques of Porter and the portfolio matrices (Fahy, Smithee, 1999, p1). Strategic Marketing Management is a field of study in which due consideration is given to understanding the different parts of the marketing strategy and their integration framework for defining and evolving the market which ultimately helps the marketing manager into transforming concepts and theories into practical strategies and action plans for any organization. In Strategic Marketing Management the focus is on the ‘3 Cs’ of the external environment. The competitors, customers and the channel form the three pronged focus of the firms efforts. By searching and providing better solutions to their customers needs and to cater to their demands is the first step for any the organization in designing a product and related marketing strategy. The competitors are important because ultimately they will impact the consumers buyi ng decision and the overall industry profitability, the strategy has to be such as to differentiate and better the position of the company in the eyes of the consumer from the competitor. Finally, the channel or the supplier side of the equation deals with the processes of manufacturing or producing a good for the market and the people that will have to be dealt with during it all. An organization has to be on the lookout for any opportunities or threats which exist because of changes in the 3 Cs environments, and their marketing strategy has to be strong and flexible enough to adept to these changes in a beneficial way. Like any other process, marketing is also subject to the changes in the technological, lifestyle, social and economical trends. Even more so because marketing, ultimately, is designed to and catered for the needs and wants of the people and these depend largely on the time frame and environmental and psychological factors. In the 21st century there are some trends w hich have slowly become a stronghold in of the modern markets and for the prudent organizations, their strategy has to be managed to accommodate these trends. There is a cynicism prevalent in today’s consumer which makes them check and double check the claims that a company is making about their product or service. They are self conscious about the decisions they make, ethically motivated, passionate about eco friendly practices and generally more

A Comparative Analysis of Research Methodologies Essay

A Comparative Analysis of Research Methodologies - Essay Example Two papers delving into learning foreign languages require a closer evaluation of research methodologies employed by the authors, to wit:   Jonathan Culpeper, Robert Crawshaw and Julia Harrison   (2008) on Activity types and discourse types: mediating advice in interactions between foreign language assistants and their supervisors in schools in France and England published in Multilingua; and Pamela Rogerson-Revell’s (2007) Using English for International Business: A European Case Study, published in English for Specific Purposes.   The study conducted by Rogerson-Revell (2007) aimed to determine the nature and role of English for International Business (EIB) with the goal of furthering measures to improve communication in international events and to use the findings in the development of effective and appropriate training materials facilitating EIB (Rogerson-Revell, 2007, p. 109). On the other hand, Culpeper, et.al.’s research was designed to address four specific objectives focusing on developing ones â€Å"understanding of interactions between French/English Foreign Language Assistants (FLAs) and their school mentors (MEs), and, more specifically, of how ‘advice’ is sought, given and received† (Culpeper, et.al, 2008, p. 297). Thereby, the Rogerson-Revel research clearly identified a concise goal while Culpeper et.al. have four-fold objectives that need to be addressed. Rogerson-Revell (2007) used the questionnaire method specifically designed to solicit both quantitative and qualitative data. Quantitative information focused on the use of EIB, the first language used by participants, and other languages spoken. On the other hand, qualitative data were gathered using open-ended questions on the perceptions and views of participants regarding the use of English in various international and professional meetings. Culpeper, et.al.(2008) likewise solicited both qualitative and quantitative information through audio-recorded and transcribed  information in case studies which became the basis for gathering the quantitative data needed for the study.