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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

FIGURE 22-2 FIGURE 22-2 The actions in the strategic marketing process are supported and directed by detailed reports, studies, and memos 22-2

FIGURE A FIGURE A The strategic marketing phases and their corresponding output reports 22-3

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS THE VARIETY OF MARKETING PLANS LO1  Annual Marketing Plans  Long-Range Marketing Plans 22-4

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS MARKETING PLANNING FRAMEWORKS LO2  Cost Leadership Strategy Cost Leadership Strategy  Porter’s Generic Business Strategies Porter’s Generic Business Strategies  Differentiation Strategy Differentiation Strategy  Cost Focus Strategy Cost Focus Strategy  Differentiation Focus Strategy Differentiation Focus Strategy 22-5

FIGURE 22-3 FIGURE 22-3 Porter’s four generic business strategies involve combinations of competitive scope and costs vs. product differentiation 22-6

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS DIVERSIFICATION ANALYSIS LO2  Market Penetration  Diversification Analysis Diversification Analysis  Market Development  Product Development  Diversification 22-7

FIGURE 22-4 FIGURE 22-4 Diversification analysis and the four market-product strategies for General Mills 22-8

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS SYNERGY ANALYSIS LO2  Synergy Analysis Synergy Analysis 22-9

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS MARKETING PLANNING AND STRATEGY LESSONS LO3  Guidelines for an Effective Marketing Plan Have Complete and Feasible Plans Set Measurable, Achievable Goals Make Plans Controllable and Flexible Use a Base of Facts and Assumptions Use Simple, but Clear and Specific Plans 22-10

THE IMPLEMENTATION PHASE OF THE STRATEGIC MARKETING PROCESS IMPROVING IMPLEMENTATION OF MARKETING PROGRAMS LO3  Communicate Goals and the Means to Achieve Them Product or Program Champion  Have a Program Champion Willing to Act  Reward Successful Program Implementation 22-11

THE IMPLEMENTATION PHASE OF THE STRATEGIC MARKETING PROCESS IMPROVING IMPLEMENTATION OF MARKETING PROGRAMS LO3 Get Help—Don’t Keep Problems to Yourself Surface Problems Immediately  Foster Open Communications to Surface Problems Avoid the “NIH” Syndrome 22-12

THE IMPLEMENTATION PHASE OF THE STRATEGIC MARKETING PROCESS IMPROVING IMPLEMENTATION OF MARKETING PROGRAMS LO4 Program Schedules Action Item List  Schedule Precise Tasks, Responsibilities, and Deadlines Gantt Chart 22-13

THE EVALUATION PHASE OF THE STRATEGIC MARKETING PROCESS LO6  The Marketing Evaluation Process  Evaluation Involves Marketing ROI, Metrics, and Dashboards Marketing ROI Marketing Metrics Marketing Dashboards  Taking Marketing Actions 22-14