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Developing Marketing Strategies and PlansMARKETING MANAGEMENT Developing Marketing Strategies and Plans
Core Competencies A source of competitive advantageApplications in a wide variety of markets Difficult to imitate
Mission Statement Focus on limited number of goalsStress major policies and values Define major competitive spheres
3 V’s Approach to MarketingDefine the value segment Define the value proposition Define the value network
SWOT Analysis Strengths Weaknesses Opportunities Threats
Porter’s Generic StrategiesOverall Cost Leadership Differentiation Focus Michael Porter Harvard University
The Value Delivery Process
Marketing Plan ContentsExecutive summary Situation assessment Marketing strategy Financial, distribution, promotion
Evaluating a Marketing PlanIs the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
Appendix A © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
Developing and Implementing Marketing Strategies & Plans.
Designing a Marketing Plan Appendix A. Overview of Report Executive Summary Executive Summary Company Description Company Description Strategic Focus.
Developing Marketing Strategies and Plans
2-1 MARKETING MANAGEMENT Developing Marketing Strategies and Plans.
Marketing 1-1 Creating, communicating, and delivering value to customers. Managing customer relationships that benefit the organization and its stakeholders.
Developing marketing strategies and plans
The Strategic and Operational Planning Process
2-1 MARKETING MANAGEMENT Canadian Twelfth Edition Developing Marketing Strategies and Plans.
A Framework for Marketing Management
Developing Marketing Strategies and Plans Marketing Management, 13 th ed 2.
Lesson Components of an Effective Marketing Plan
Marketing Management • 14e
Strategic Marketing Planning
Chapter 2 PowerPoint slides Express version Instructor name
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