1. www.mhhe.com/fourps Marketing Strategy Planning For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin CHAPTER TWO

2. Implement Marketing Plan(s) and Program Control Marketing Plan(s) and Program Implement Marketing Plan(s) and Program Whole-Company Strategic Management Planning Marketing Planning The Management Job in Marketing

3. Place Promotion Price Product C Developing Marketing Mixes for Target Markets (Exhibit 2-4)

4. Examples of Channels of Distribution Charles Schwab Toyota Sara Lee Nestle Wholesaler Retailer Consumer Wholesaler Retailer The Place Element of the Marketing Mix (Exhibit 2-6)

5. Advertising Publicity Personal Selling Personal Selling Telling and Selling the Customer Personal Selling Personal Selling Advertising Publicity Sales Promotion Sales Promotion The Promotion Element of the Marketing Mix

6. Price Flexibility Price Flexibility Price Changes Over the Life Cycle Price Changes Over the Life Cycle Price Flexibility Price Flexibility Price Changes Over the Life Cycle Price Changes Over the Life Cycle Pricing Objectives Pricing Objectives Price Setting Discounts and Allowances Discounts and Allowances Geographic Pricing Terms Geographic Pricing Terms Legal Environment Legal Environment Cost and Demand Cost and Demand Competition and Substitutes Competition and Substitutes Price Sensitivity Price Sensitivity Price of Other Products In the Line Price of Other Products In the Line Pricing Objectives Pricing Objectives Discounts and Allowances Discounts and Allowances Geographic Pricing Terms Geographic Pricing Terms Legal Environment Legal Environment Cost and Demand Cost and Demand Competition and Substitutes Competition and Substitutes Price Sensitivity Price Sensitivity The Price Element of the Marketing Mix

7. Selection of Target Market Product Place Promotion Price Understanding the Target Market Leads to Good Strategies! All Four Ps Contribute to the Whole

8. Target Market Target Market + Marketing Mix Marketing Mix = Marketing Strategy Marketing Strategy + Other Marketing Plans Other Marketing Plans + Time- Related Details Time- Related Details Marketing Plan Marketing Plan = Other Marketing Plans Other Marketing Plans Time- Related Details Time- Related Details Marketing Plan Marketing Plan Target Market Target Market Marketing Mix Marketing Mix Marketing Strategy Marketing Strategy A Firm’s Marketing Program A Firm’s Marketing Program = The Marketing Plan Guides Implementation and Control

9. 2%14% 2% (Well below average) PoorFairGoodExceptional (Below average) (Above average) (Well above average) Death-wish marketing Best-practices marketing 68% (Average Marketing Program) Failure Creative Strategy Planning Needed for Survival