17-08-2012, 05:43 PM
Developing Marketing Strategies and Plans
Developing Marketing Strategies and Plans.ppt (Size: 143 KB / Downloads: 69)
Chapter Questions
How does marketing affect customer value?
How is strategic planning carried out at different levels of the organization?
What does a marketing plan include?
Three V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network
What is the Value Chain?
The value chain is a tool for identifying was to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
Core Business Processes
Market-sensing process
New-offering realization process
Customer acquisition process
Customer relationship management process
Fulfillment management process
Characteristics of Core Competencies
A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate
Table 2.1 Becoming a Vigilant Organization
Can we learn from the past?
How should the present be evaluated?
What do we envision for the future?
What is Holistic Marketing?
Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders.
What is a Marketing Plan?
A marketing plan is the central instrument for directing and coordinating the marketing effort.
It operates at a strategic and tactical level.
Levels of a Marketing Plan
Strategic
Target marketing decisions
Value proposition
Analysis of marketing opportunities
Tactical
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Corporate Headquarters’ Planning Activities
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to each SBU
Assess growth opportunities
Good Mission Statements
Focus on a limited number of goals
Stress major policies and values
Define major competitive spheres
Take a long-term view
Short, memorable, meaningful
Major Competitive Spheres
Industry
Products
Competence
Market segment
Vertical channels
Geographic
Characteristics of SBUs
It is a single business or collection of related businesses
It has its own set of competitors
It has a leader responsible for strategic planning and profitability