This was made for my professor I was a Teacher\'s Assistant for. It is from chapters 3-4 of the book Rethinking Marketing.

1. STRATEGIC MARKETING OVERVIEW

2. WHAT IS MARKETING STRATEGY?? The primary focus of marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm’s objectives within a specific product market. - Walker, Mullin, Boyd, Larreche

3. EVOLVING VIEWS OF MARKETING’S ROLE a. Marketing as an equal function Finance Production Marketing Human resources

4. EVOLVING VIEWS OF MARKETING’S ROLE

5. EVOLVING VIEWS OF MARKETING’S ROLE e. The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human Resources Finance

6. STRATEGIC MANAGEMENT OVERVIEW

8. STRATEGIC MANAGEMENT PROCESS From Kreitner Management 5E Strategic Management Process Kreitner Figure 7.2

9. PORTER’S GENERIC COMPETITIVE STRATEGIES Michael Porter, 1984. Competitive Scope Competitive Advantage Narrow Target Broad Target Differentiation Lower Cost

10. PORTER’S GENERIC COMPETITIVE STRATEGIES Competitive Scope Competitive Advantage Narrow Target Broad Target Differentiation Lower Cost

11. BUSINESS MODEL OVERVIEW

15. EXAMPLES OF B-MODELS

16. ECONOMIC MODEL: HOW THE BUSINESS MAKES MONEY Morris, M., Schindehutte, M “Teaching Entrepreneurship Students the Concept of a Business Model” Operating Leverage : High/medium/low Revenue Sources : fixed/mixed/flexible Margins : high/medium/low THE ECONOMIC MODEL OF THE BUSINESS Volumes : high/medium/low

17. THE CUSTOMER OF THE FUTURE Chapter 3 INNOVATE OR DIE: CREATING MARKETS AND LEADING CUSTOMERS

18. THE PATHS THAT OFFERINGS CAN TAKE Schindehutte, M. & Morris, M. H. & Pitt, L. (2008). Rethinking Marketing . Upper Saddle River, NJ: Pearson. 46. An Offering Evolves Either by an… An Offering Evolves Either by an… An Offering Evolves Either by an… Extension New and Improved Subversion Use at Odds with Original Intention Diversion Change Use of the Offering Through Social Means Emersion Offering has a Primary Change Effect on People Aspersion Offering Produces Secondary (“side”) Effects

20. FIRMS’ STANCES TOWARD CREATIVE CONSUMERS Active Passive Negative Positive Firm’s Actions Toward Creative Customers Firm’s Attitude Toward Creative Customers Schindehutte, M. & Morris, M. H. & Pitt, L. (2008). Rethinking Marketing . Upper Saddle River, NJ: Pearson. 57.

22. DO THE DOGS LIKE THE DOG FOOD? ENTREPRENEURIAL MARKET RESEARCH Chapter 4

23. MARKETING RESEARCH REVIEW The Set-Up The Measurement The Measurement The Management Decision Schindehutte, M. & Morris, M. H. & Pitt, L. (2008). Rethinking Marketing . Upper Saddle River, NJ: Pearson. 69.

24. A BACKWARD APPROACH The Set-Up The Set-Up The Measurement The Management Decision Schindehutte, M. & Morris, M. H. & Pitt, L. (2008). Rethinking Marketing . Upper Saddle River, NJ: Pearson. 69.

27. Schindehutte, M. & Morris, M. H. & Pitt, L. (2008). Rethinking Marketing . Upper Saddle River, NJ: Pearson. 81.