Role of Strategic Marketing in an Organization

August 25, 2017 Marketing

Marketing scheme is a procedure that can let an organisation to concentrate its limited resources on the greatest chances to increase gross revenues and accomplish a sustainable competitory advantage. …


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Scope of strategic selling

Selling is a doctrine that leads to the procedure by which organisations,

groups and persons obtain what they need and want by placing value,

supplying it, pass oning it and presenting it to others. The nucleus constructs

of selling are clients ‘ demands, wants and values ; merchandises, exchange,

communications and relationships. Selling is strategically concerned with

the way and range of the long-run activities performed by the organisation

to obtain a competitory advantage. The organisation applies its resources

within a altering environment to fulfill client demands while meeting

stakeholder outlooks.

Implied in this position of strategic selling is the demand to develop

a scheme to get by with rivals, place market chances, develop

and commercialize new merchandises and services, allocate resources among

selling activities and design an appropriate organisational construction to

guarantee the public presentation desired is achieved.

There is no alone scheme that succeeds for all organisations in all

state of affairss. In believing strategically about marketing many factors must be


-the extent of merchandise diverseness and geographic coverage in the

organisation ;

-the figure of market sections served,

-marketing channelsused,

-the function of stigmatization,

-the degree of marketing attempt,

-and the function of quality.

It is besides necessary to see the organisation ‘s attack to new

merchandise development, in peculiar, its place as a engineering leader or

follower, the extent of invention, the organisation ‘s cost place and

pricing policy, and its relationship to clients, rivals, providers

and spouses.

The challenge of strategic selling is, hence, to pull off selling

complexness, client and stakeholder outlooks and to accommodate the

influences of a altering environment in the context of a set of resource capablenesss.

It is besides necessary to make strategic chances and to pull off

the attendant alterations required within the organisation. In this universe of

selling, organisations seek to maximise returns to stockholders by making

a competitory advantage in identifying, supplying, pass oning and

presenting value to clients, loosely defined, and in the procedure developing

long-run reciprocally fulfilling relationships with those clients.

A strategic selling attack efforts to find ways of offering superior

value to the more profitable sections without damaging single client

relationships. A strategic selling attack reflects an integrated attack based on

research and feedback. Customer demands are foremost evaluated through market

research, an incorporate selling attempt is developed to fulfill clients so

that the organisation achieves its ends, particularly those impacting stockholders.

This is a client orientation and contrasts really bluffly with a narrow

rival orientation based on gross revenues in which the organisation by capitalising

on the failings of vulnerable rivals or by taking its ain

competitory failings efforts to obtain high gross revenues and long-term net incomes

Strategic selling construct

Strategic Marketing has been defined as the direction map responsible for

identifying, expecting and fulfilling client demands productively.

Strategic Marketing is, hence, both a doctrine and a set of techniques which

reference such affairs as research, merchandise design and development, pricing,

packaging, gross revenues and gross revenues publicity, advertisement, public dealingss, distribution

and after-sales service. These activities define the wide range of

selling and their balanced integrating within a selling program is known

as the selling mix. A alteration of a definition of strategic selling

suggests that selling is the direction procedure that seeks to

maximise returns to stockholders by making a competitory advantage in

providing, pass oning and presenting value to clients thereby developing

a long-run relationship with them. This definition clearly defines the

aims of selling and how its public presentation should be evaluated. The

specific part of selling in the organisation lies in the preparation

of schemes to take the right client, build relationships of trust with

them and make a competitory advantage.

A selling scheme consists of an internally incorporate but externally focused set of

picks about how the organisation addresses its clients in the context of

a competitory environment. A scheme has five elements: it deals with where

the organisation programs to be active ; how it will acquire at that place ; how it will win

in the market place ; what the velocity and sequence of moves will be ; and how

the organisation will obtain net incomes.

Procedures Involved in Making Strategic Marketing Plan. ( L.O-1.2 )

Linkss to Corporate Strategy ( L.O-1.3 )

Task – 2:

Value of Models used in Strategic Marketing Planning ( L.O-2.1 )

Linkss between Strategic Positioning of Disneyland resort and Selling Tacticss ( L.O-2.2 )

Merits of Relationship Marketing ( L.O-2.3 )


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