logging in or signing up 2-MAR331 aSGuest9500 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 29 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: January 07, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Marketing Management Process (Cont’d) : Marketing Management Process (Cont’d) Marketing managers plan and implement a sequence of activities that help the firm achieve its goals. Marketing Management (cont’d.) : Marketing Management (cont’d.) Marketing Plans Objectives Problems and Opportunities Strategies Tactics (who, what, when) Marketing Management (cont’d.) : Marketing Management (cont’d.) Marketing Strategies target market Marketing Mix Product strategy Price strategy Promotion strategy Place strategy Marketing Managementcont’d. : Marketing Managementcont’d. Market segmentation Niches within segments Positioning within segments Copy strategies Marketing Managementcont’d : Marketing Managementcont’d Controllable marketing mix variables Uncontrollable variables Physical - Competitive Economic - International Social Ethics and legal Marketing Management(cont’d) : Marketing Management(cont’d) Marketing Concept Walmart Other Examples Marketing Management (cont’d) : Marketing Management (cont’d) Successful marketing strategies Assets Skills Marketing Management (cont’d) : Marketing Management (cont’d) Searching for SCAs Sustainable competitive advantages Marketing Management (cont’d) : Marketing Management (cont’d) Reputation for quality Customer service/product support Name recognition/high profile Retain good management and engineering staff Low cost production Financial resources Marketing Management (cont’d) : Marketing Management (cont’d) Customer orientation/feedback/market research Product-line breadth Technical superiority Installed base of satisfied customers Segmentation/focus Marketing Management (cont’d) : Marketing Management (cont’d) Cost strategies: Goodyear and Whirlpool Differentiation by Value: Michelin Maytag Marketing Management (cont’d) : Marketing Management (cont’d) Strategic emphasis helps firm orient themselves to key external factors such as consumers and competition. Marketing Management (cont’d) : Marketing Management (cont’d) Product Life Cycles Introduction Growth Maturity Decline Marketing Management (cont’d) : Marketing Management (cont’d) Balancing the Product Portfolio Boston Consulting Group Matrix You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
2-MAR331 aSGuest9500 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 29 Category: Business & Fin.. License: All Rights Reserved Like it (0) Dislike it (0) Added: January 07, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Marketing Management Process (Cont’d) : Marketing Management Process (Cont’d) Marketing managers plan and implement a sequence of activities that help the firm achieve its goals. Marketing Management (cont’d.) : Marketing Management (cont’d.) Marketing Plans Objectives Problems and Opportunities Strategies Tactics (who, what, when) Marketing Management (cont’d.) : Marketing Management (cont’d.) Marketing Strategies target market Marketing Mix Product strategy Price strategy Promotion strategy Place strategy Marketing Managementcont’d. : Marketing Managementcont’d. Market segmentation Niches within segments Positioning within segments Copy strategies Marketing Managementcont’d : Marketing Managementcont’d Controllable marketing mix variables Uncontrollable variables Physical - Competitive Economic - International Social Ethics and legal Marketing Management(cont’d) : Marketing Management(cont’d) Marketing Concept Walmart Other Examples Marketing Management (cont’d) : Marketing Management (cont’d) Successful marketing strategies Assets Skills Marketing Management (cont’d) : Marketing Management (cont’d) Searching for SCAs Sustainable competitive advantages Marketing Management (cont’d) : Marketing Management (cont’d) Reputation for quality Customer service/product support Name recognition/high profile Retain good management and engineering staff Low cost production Financial resources Marketing Management (cont’d) : Marketing Management (cont’d) Customer orientation/feedback/market research Product-line breadth Technical superiority Installed base of satisfied customers Segmentation/focus Marketing Management (cont’d) : Marketing Management (cont’d) Cost strategies: Goodyear and Whirlpool Differentiation by Value: Michelin Maytag Marketing Management (cont’d) : Marketing Management (cont’d) Strategic emphasis helps firm orient themselves to key external factors such as consumers and competition. Marketing Management (cont’d) : Marketing Management (cont’d) Product Life Cycles Introduction Growth Maturity Decline Marketing Management (cont’d) : Marketing Management (cont’d) Balancing the Product Portfolio Boston Consulting Group Matrix