Strategic Marketing

Question 1

What is strategic marketing made up of?

Answer 1

1. Shareholder Value
2. Profit
3. Cashflow: Level, risk, timing & Duration

Question 2

What are the different levels of cashflow?

Answer 2

Level, timing, duration & risk

Question 3

How is shareholder value created?

Answer 3

Shareholder value is created when the market value of a firm exceeds its book value

Question 4

What are the organisational value drives of shareholder value?

Answer 4

Skills
Systems 
Leadership
Core capabilities
Motivation

Question 5

What are the marketing value drives of shareholder value?

Answer 5

Marketing knowledge
Strong brands
Customer loyalty
Strategic relationships
Market selection
Differential advantage

Question 6

What are the financial drivers of shareholder value?

Answer 6

Sales growth
Operating margin
Investment
4 Drivers: Level, timing, duration and risk

Question 7

What is marketing?

Answer 7

Marketing is the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage