Strategic Marketing - Fatkhutdinov RA
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In the book of Academician of the Academy of quality problems of the Russian Federation, Doctor of Economics, professor Raisa Fatkhutdinova Akhmetovich sets out the principles and methods of formation of the competitive strategies of different control objects. Strategic marketing is presented in three ways: 1) as the conceptual orientation of any activity on the consumer; 2) in the space as the first stage in the life cycle of objects; 3) the time as the first common function of management of public, business and other entities, technical systems.
The textbook is written with the use of economic and methodical style of presentation. A variety of classifications, methods, formulas, dependency cases. Key words: methods → economies + goods + Management → Competitiveness (METUK Management System).
Designed executives, managers, marketing specialists, a broad range of experts, teachers, students.
Moscow
JSC "Business School" Intel-Synthesis "
2000
The textbook is written with the use of economic and methodical style of presentation. A variety of classifications, methods, formulas, dependency cases. Key words: methods → economies + goods + Management → Competitiveness (METUK Management System).
Designed executives, managers, marketing specialists, a broad range of experts, teachers, students.
Moscow
JSC "Business School" Intel-Synthesis "
2000
Contents
Foreword 3
TOPIC 1. THE CONCEPT OF STRATEGIC MARKETING 7
1.1. STATUS AND TRENDS OF STRATEGIC some economies 7
1.2. RELATIONSHIP PRINCIPLES OF ECONOMICS AND STRATEGIC MARKETING 14
1.3. CHAIN: needs, values, PRODUCTS, MARKETS, CONSUMERS 16
1.3.1. Requirements 16
1.3.2. Values \u200b\u200b21
1.3.3. Items 27
1.3.4. Markets 32
1.4. STRATEGIC MARKETING AS A FIRST STAGE OF LIFE CYCLE FACILITIES AND FIRST GENERAL MANAGEMENT FUNCTION 33
1.5. Classification of objects of strategic marketing 39
CHECKLIST 40
THEME 2: IMPROVING COMPETITIVENESS OBJECTIVE STRATEGIC MARKETING 41
2.1. THE CONCEPT OF "COMPETITION", "quality", "competitiveness", "Competitive advantages" 41
2.2. The law of economy of time as SAVE THE AMOUNT OF THE PAST, FUTURE WORK AND LIVE 47
2.3. The basis of measurements of different objects 53 COMPETITIVENESS
2.3.1. Product 53
2.3.2. Producer organizations 55
2.3.3. Country 61
2.3.4. Industry, region (republic, territory, region, etc.) 67
2.3.5. Initial data for the calculation and analysis of the competitiveness of 68
2.4. MECHANISM OF ACTION OF COMPETITION LAW 70
2.5. Standardization as a management tool COMPETITIVENESS 71
2.6. COMPETITIVE ADVANTAGES OF OBJECTS: ESSENCE, CLASSIFICATION, MANAGEMENT 73
2.7. NATIONAL IDEA OF INCREASING THE COMPETITIVENESS OF RUSSIAN AND TRAINING 78
CHECKLIST 86
TOPIC 3. System approach to management 86
3.1. SUMMARY OF THE SYSTEMS APPROACH 86
3.2. CLASSIFICATION SYSTEM 90
3.3. PROPERTIES OF 92
3.4. RULES OF SYSTEMS APPROACH 96
CHECKLIST 105
TOPIC 4. Scientific approach to managing 105
4.1. Structural approach 106
4.2. Marketing approach 107
4.3. FUNCTIONAL APPROACH 107
4.4. Reproduction approach 109
4.5. Regulatory approaches 115
4.6. INTEGRATED APPROACH 119
4.7. Integration Approaches 121
4.8. DYNAMIC APPROACH 122
4.9. PROCESS APPROACH 123
4.10. Optimization approach 124
4.11. Policy approaches 124
4.12. Behavioral approaches 125
4.13. Situational approach 126
CHECKLIST 127
TOPIC 5. THE STRUCTURE OF STRATEGIC MARKETING AND SUMMARY OF ITS COMPONENTS 128
5.1. STRUCTURE OF STRATEGIC MARKETING 128
5.2. EXTERNAL ENVIRONMENT OF 130
5.2.1. Macro 131
5.2.2. Infrastructure in the region 133
5.2.3. Microenvironment organization 137
5.3. SUBSYSTEM Scientific System Maintenance 139
5.4. TARGET SUBSYSTEM 149
5.5. Providing subsystems 149
5.5.1. Legal support 149
5.5.2. Methodical provision 151
5.5.3. 152 Resourcing
5.5.4. Information support 153
5.6. Control subsystem 154
5.6.1. Improving the quality of products 154
5.6.2. Resource 167
5.6.3. Improving the quality of service products 170
5.6.4. Production development 172
5.6.5. Expansion of market goods 181
5.7. Control subsystem 182
CHECKLIST 189
TOPIC 6. methods of forecasting in strategic marketing 189
6.1. Essence, principles and classification methods of forecasting 190
6.2. Extrapolation method 196
6.3. Parametric method 198
6.4. Expert methods 200
6.5. SUMMARY OF REGULATORY, experimental methods of forecasting the index 203
6.6. ORGANIZATION OF WORK ON FORECASTING 206
CHECKLIST 207
TOPIC 7. functional cost and other analyzes in strategic marketing 208
7.1. SUMMARY AND PRINCIPLES ANALYSIS 208
7.2. Methods and techniques of Research 211
7.3. FACTOR ANALYSIS USING COMPUTER 216
7.4. Essence, principles and organization of value analysis (FSA) 221
7.5. MILESTONES OF FCA (FOR EXAMPLE ENGINEERING) 222
7.5.1. Preparatory stage 222
7.5.2. Information step 222
7.5.3. Analytical stage 224
7.5.4. Creative Stage 230
7.5.5. Research Stage 231
7.5.6. Advisory step 232
7.5.7. Implementation phase 232
7.6. SYSTEM ANALYSIS OF 233
CHECKLIST 240
TOPIC 8. strategic forecasts Ryn
Foreword 3
TOPIC 1. THE CONCEPT OF STRATEGIC MARKETING 7
1.1. STATUS AND TRENDS OF STRATEGIC some economies 7
1.2. RELATIONSHIP PRINCIPLES OF ECONOMICS AND STRATEGIC MARKETING 14
1.3. CHAIN: needs, values, PRODUCTS, MARKETS, CONSUMERS 16
1.3.1. Requirements 16
1.3.2. Values \u200b\u200b21
1.3.3. Items 27
1.3.4. Markets 32
1.4. STRATEGIC MARKETING AS A FIRST STAGE OF LIFE CYCLE FACILITIES AND FIRST GENERAL MANAGEMENT FUNCTION 33
1.5. Classification of objects of strategic marketing 39
CHECKLIST 40
THEME 2: IMPROVING COMPETITIVENESS OBJECTIVE STRATEGIC MARKETING 41
2.1. THE CONCEPT OF "COMPETITION", "quality", "competitiveness", "Competitive advantages" 41
2.2. The law of economy of time as SAVE THE AMOUNT OF THE PAST, FUTURE WORK AND LIVE 47
2.3. The basis of measurements of different objects 53 COMPETITIVENESS
2.3.1. Product 53
2.3.2. Producer organizations 55
2.3.3. Country 61
2.3.4. Industry, region (republic, territory, region, etc.) 67
2.3.5. Initial data for the calculation and analysis of the competitiveness of 68
2.4. MECHANISM OF ACTION OF COMPETITION LAW 70
2.5. Standardization as a management tool COMPETITIVENESS 71
2.6. COMPETITIVE ADVANTAGES OF OBJECTS: ESSENCE, CLASSIFICATION, MANAGEMENT 73
2.7. NATIONAL IDEA OF INCREASING THE COMPETITIVENESS OF RUSSIAN AND TRAINING 78
CHECKLIST 86
TOPIC 3. System approach to management 86
3.1. SUMMARY OF THE SYSTEMS APPROACH 86
3.2. CLASSIFICATION SYSTEM 90
3.3. PROPERTIES OF 92
3.4. RULES OF SYSTEMS APPROACH 96
CHECKLIST 105
TOPIC 4. Scientific approach to managing 105
4.1. Structural approach 106
4.2. Marketing approach 107
4.3. FUNCTIONAL APPROACH 107
4.4. Reproduction approach 109
4.5. Regulatory approaches 115
4.6. INTEGRATED APPROACH 119
4.7. Integration Approaches 121
4.8. DYNAMIC APPROACH 122
4.9. PROCESS APPROACH 123
4.10. Optimization approach 124
4.11. Policy approaches 124
4.12. Behavioral approaches 125
4.13. Situational approach 126
CHECKLIST 127
TOPIC 5. THE STRUCTURE OF STRATEGIC MARKETING AND SUMMARY OF ITS COMPONENTS 128
5.1. STRUCTURE OF STRATEGIC MARKETING 128
5.2. EXTERNAL ENVIRONMENT OF 130
5.2.1. Macro 131
5.2.2. Infrastructure in the region 133
5.2.3. Microenvironment organization 137
5.3. SUBSYSTEM Scientific System Maintenance 139
5.4. TARGET SUBSYSTEM 149
5.5. Providing subsystems 149
5.5.1. Legal support 149
5.5.2. Methodical provision 151
5.5.3. 152 Resourcing
5.5.4. Information support 153
5.6. Control subsystem 154
5.6.1. Improving the quality of products 154
5.6.2. Resource 167
5.6.3. Improving the quality of service products 170
5.6.4. Production development 172
5.6.5. Expansion of market goods 181
5.7. Control subsystem 182
CHECKLIST 189
TOPIC 6. methods of forecasting in strategic marketing 189
6.1. Essence, principles and classification methods of forecasting 190
6.2. Extrapolation method 196
6.3. Parametric method 198
6.4. Expert methods 200
6.5. SUMMARY OF REGULATORY, experimental methods of forecasting the index 203
6.6. ORGANIZATION OF WORK ON FORECASTING 206
CHECKLIST 207
TOPIC 7. functional cost and other analyzes in strategic marketing 208
7.1. SUMMARY AND PRINCIPLES ANALYSIS 208
7.2. Methods and techniques of Research 211
7.3. FACTOR ANALYSIS USING COMPUTER 216
7.4. Essence, principles and organization of value analysis (FSA) 221
7.5. MILESTONES OF FCA (FOR EXAMPLE ENGINEERING) 222
7.5.1. Preparatory stage 222
7.5.2. Information step 222
7.5.3. Analytical stage 224
7.5.4. Creative Stage 230
7.5.5. Research Stage 231
7.5.6. Advisory step 232
7.5.7. Implementation phase 232
7.6. SYSTEM ANALYSIS OF 233
CHECKLIST 240
TOPIC 8. strategic forecasts Ryn