[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-138524-105":59,"doc-detail-138524-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","strategic-marketing-chapter-1-so-what-is-marketing","Strategic Marketing - Chapter 1 - So what is marketing?","","Strategic Marketing provides a structured foundation for understanding marketing as a discipline and as a business process. It explains the three levels of marketing, the value links between needs, utility, exchange relationships and demand, and theoretical lenses for competition and competitive advantage. The text also covers what can be marketed, core product concepts, and the role of marketing in the business through strategic issues, environmental analysis, forecasting, objectives and control.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/strategic-marketing-chapter-1-so-what-is-marketing/138524/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/strategic-marketing-chapter-1-so-what-is-marketing/138524.png","ImageObject",300,407,{"name":92,"@type":93},"วิน","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-09-19","2026-08-23",true,{"@type":102,"interactionType":103,"userInteractionCount":29},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What are the three levels of marketing described in the book?","Question",{"text":112,"@type":113},"The book introduces marketing through three levels, building from how marketing creates value to how it connects to demand and exchange relationships.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How does the text explain the theoretical basis of competition and competitive advantage?",{"text":117,"@type":113},"It lays out frameworks for understanding competitive advantage, including types of competitive advantage, the basis for it, how it is created and implemented, and how it is sustained.",{"name":119,"@type":110,"acceptedAnswer":120},"What topics are covered under segmentation, targeting, and positioning?",{"text":121,"@type":113},"The book covers segmentation and targeting, defines positioning, and extends to positioning and perception, perceptual mapping, and strategies for product positioning and repositioning.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},138524,1787483060,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":29,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":129,"read_time":144},2336475104736,"https://ap-avatar.wpscdn.com/avatar/22000c4c5e0e5b17e70?x-image-process=image/resize,m_fixed,w_180,h_180&k=1786591360781797222","Strategic Marketing  \nAndrew Whalley  \nDownload free books at  \nAndrew Whalley  \nStrategic Marketing  \nDownload free ebooks at [bookboon.com](bookboon.com)  \nStrategic Marketing  \n© 2010 Andrew Whalley & Ventus Publishing ApS ISBN 978-87-7681-643-8  \nDownload free ebooks at [bookboon.com](bookboon.com)[ ](bookboon.com)3  \nPlease c l ick the advert  \nContents  \nPreface 9  \n1. So what is marketing? 11  \n1.1 The Three levels of Marketing 11  \n1.2 The value of Marketing; Needs, Utility, Exchange Relationships & Demand 13  \n1.3 The Theoretical basis of competition 20  \n1.3.1 Generic Strategy: Types of Competitive Advantage 21  \n1.3.2 What is the basis for competitive advantage? 23  \n1.3.3 How is competitive advantage created? 24  \n1.3.4 How is competitive advantage implemented? 27  \n1.3.5 How is competitive advantage sustained? 30  \n1.3.6 What are core competencies and capabilities? 31  \n1.3.7 Resource-Based View of the Firm (RBV) 33  \n1.4. Alternative Frameworks: Evolutionary Change and Hypercompetition 36  \n1.4.1 Evolutionary Change 36  \n1.4.2 Hypercompetition 37  \n1.5 The Marketing Concept 38  \n2. What can be marketed? 43  \n2.1 Core Benefit Product 47  \n2.2 Basic product 47  \n2.3 Augmented product 48  \n\n| \u003Cbr>Fast-track your career |  |  |\n| --- | --- | --- |\n| Masters in Management |  | Stand out from the crowd\u003Cbr>Designed for graduates with less than one year of full-time postgraduate work experience, London Business School’s Masters in Management will expand your thinking and provide you with the foundations for a successful career in business .\u003Cbr>The programme is developed in consultation with recruiters to provide you with the key skills that top employers demand. Through 11 months of full-time study, you will gain the business knowledge and capabilities to increase your career choices and stand out from the crowd.\u003Cbr>Applications are now open for entry in September 2011.\u003Cbr>For more information [visit](visit www.london.edu/mim/)[ www.london.edu/mim/](visit www.london.edu/mim/)\u003Cbr>[email mim@london.edu](email mim@london.edu) or call +44 (0)20 7000 7573 |\n| | London Business School Regent’s Park\u003Cbr>London NW1 4SA United Kingdom Tel +44 (0)20 7000 7573 [Email mim@london.edu](Email mim@london.edu)\u003Cbr>[www.london.edu/mim/](www.london.edu/mim/) |  |\n\nDownload free ebooks at [bookboon.com](bookboon.com)  \n2.4 Perceived product 48  \n2.5 A note on branding 48  \n2.6 Summary of the Chapter 48  \n3. Marketing’s role in the business 50  \n3.1 Cross-functional issues 50  \n3.2 Strategic issues 52  \n3.2.1 Research of environment and situation 53  \n3.2.1.1 PESLEDI 55  \n3.2.1.2 BCG Matrix, Improved BCG matrix and the GE/McKinsey Matrix 57  \n3.2.1.3 Porter ’s Five Forces 63  \n3.2.1.4 Ansoff’s Matrix 63  \n3.2.1.5 5Ms internal audit 65  \n3.2.1.6 SWOT-Analysis 66  \n3.3 Forecasting market and sales 68  \n3.4 Implementation, Analysis, Control & Evaluation 68  \n3.5 Objectives setting 70  \n3.5.1 Research and designing of strategies 70  \n3.5.2 Strategic marketing programme 70  \n3.5.3 Control 71  \n4. Segmentation, Targeting & Positioning 72  \n4.1 Segmentation 74  \n4.2 Targeting 76  \n4.3 What is positioning? 77  \n\n| | You’re full of energy and ideas. And that’s\u003Cbr>just what we are looking for. |  | © UBS 20 10. A l l rights reserved . |\n| --- | --- | --- | --- |\n| Looking for a career where your ideas could really make a difference? UBS’s Graduate Programme and internships are a chance for you to experience for yourself what it’s like to be part of a global team that rewards your input and believes in succeeding together.\u003Cbr>Wherever you are in your academic career, make your future a part of ours [by visiting www.ubs.com/graduates](by visiting www.ubs.com/graduates). |  |  |  |\n| [www.ubs.com/graduates](www.ubs.com/graduates) |  | |  |\n\nPlease c l ick the advert  \nDownload free ebooks at [bookboon.com](bookboon.com)  \n4.4 Positioning and Perception 78  \n4.5 Perceptual Mapping 79  \n4.5.1 Rationale behind perceptual mapping 82  \n4.6 Strategies for Product","cbCaiqAjPZReRXby","https://ap.wps.com/l/cbCaiqAjPZReRXby","pdf",2758540,121,"English","# Preface\n# 1. So what is marketing?\n## 1.1 The Three levels of Marketing\n## 1.2 The value of Marketing; Needs, Utility, Exchange Relationships & Demand\n## 1.3 The Theoretical basis of competition\n## 1.4 Alternative Frameworks: Evolutionary Change and Hypercompetition\n## 1.5 The Marketing Concept\n# 2. What can be marketed?\n## 2.1 Core Benefit Product\n## 2.2 Basic product\n## 2.3 Augmented product\n## 2.5 A note on branding\n## 2.6 Summary of the Chapter\n# 3. Marketing’s role in the business\n## 3.2 Strategic issues\n## 3.3 Forecasting market and sales\n## 3.4 Implementation, Analysis, Control & Evaluation\n## 3.5 Objectives setting\n# 4. Segmentation, Targeting & Positioning\n## 4.1 Segmentation\n## 4.2 Targeting\n## 4.3 What is positioning?\n## 4.4 Positioning and Perception\n## 4.5 Perceptual Mapping\n# 5. Branding\n## 5.1 Why do we brand products?\n## 5.2 Chapter summary\n# 6. The Marketing Mix\n## 6.1 Price\n## 6.2 Place\n## 6.3 Product\n## 6.4 Promotion\n## 6.5 Physical Evidence\n## 6.6 People\n## 6.7 Process\n# 7. Product Management\n# 8. Marketing Communications or MarCom or Integrated Marketing Communications (IMC)\n## 8.1 The Marketing Communications Mix","[{\"question\":\"What are the three levels of marketing described in the book?\",\"answer\":\"The book introduces marketing through three levels, building from how marketing creates value to how it connects to demand and exchange relationships.\"},{\"question\":\"How does the text explain the theoretical basis of competition and competitive advantage?\",\"answer\":\"It lays out frameworks for understanding competitive advantage, including types of competitive advantage, the basis for it, how it is created and implemented, and how it is sustained.\"},{\"question\":\"What topics are covered under segmentation, targeting, and positioning?\",\"answer\":\"The book covers segmentation and targeting, defines positioning, and extends to positioning and perception, perceptual mapping, and strategies for product positioning and repositioning.\"}]","Strategic Marketing - Chapter 1 - So what is marketing? | PDF",305]