Developing Marketing Strategies and Plans Marketing Management, 13 th ed 2
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-2 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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-3 Three V’s Approach to Marketing Define the value segment Define the value proposition Define the value network
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-4 Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-5 Figure 2.1 A Holistic Marketing Framework
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-6 Levels of a Marketing Plan Strategic Target marketing decisions Value proposition Analysis of marketing opportunities Tactical Product features Promotion Merchandising Pricing Sales channels Service
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-7 Figure 2.2 The Strategic Planning, Implementation, and Control Processes
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-8 Major Competitive Spheres Industry Products Market segment Geographical Competence Vertical channels
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-9 Table 2.3 Product Orientation vs. Market Orientation CompanyProductMarket Missouri-Pacific Railroad We run a railroadWe are a people- and-goods mover XeroxWe make copying equipment We improve office productivity Standard OilWe sell gasolineWe supply energy Columbia PicturesWe make moviesWe entertain people
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-10 Dimensions That Define a Business Customer groups Technology Customer needs
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-11 Figure 2.3 The Strategic Planning Gap
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-12 Figure 2.4 Ansoff’s Product-Market Expansion Grid
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-13 Figure 2.5 The Business Unit Strategic Planning Process
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-14 Figure 2.6 Opportunity Matrix
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-15 Figure 2.6 Threat Matrix
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-16 Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-17 Categories of Marketing Alliances Product or Service Alliances Promotional Alliances Logistics Alliances Pricing Collaborations
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-18 Marketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls