Kotler_MM_14e_02_sppt

Views:
 
Category: Entertainment
     
 

Presentation Description

No description available.

Comments

Presentation Transcript

2 Developing Marketing Strategies and Plans:

2 Developing Marketing Strategies and Plans 1

Chapter Questions:

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 © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 2

Phases of Value Creation and Delivery:

Phases of Value Creation and Delivery Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 3 Choosing the value Providing the value Communicating the value

What is the Value Chain?:

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 4 What is the Value Chain? The value chain is a tool for identifying was to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.

Core Business Processes:

Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 5

Characteristics of Core Competencies:

Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 6

Maximizing Core Competencies:

Maximizing Core Competencies (Re)define the business concept (Re)shaping the business scope (Re)positioning the company’s brand identity Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 7

What is Holistic Marketing?:

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 8 What is Holistic Marketing? Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders.

Questions to Address in Holistic Marketing :

Questions to Address in Holistic Marketing Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 9 What value opportunities are available? How can we create new value offerings efficiently? How can we delivery the new offerings efficiently?

Figure 2.1 The Strategic Planning, Implementation, and Control Processes:

Figure 2.1 The Strategic Planning, Implementation, and Control Processes Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 10

What is a Marketing Plan?:

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 11 What is a Marketing Plan? A marketing plan is the central instrument for directing and coordinating the marketing effort. It operates at a strategic and tactical level.

Levels of a Marketing Plan:

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 12 Levels of a Marketing Plan Strategic Target marketing decisions Value proposition Analysis of marketing opportunities Tactical Product features Promotion Merchandising Pricing Sales channels Service

Corporate Headquarters’ Planning Activities:

Corporate Headquarters’ Planning Activities Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 13

Good Mission Statements:

Good Mission Statements Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 14

Google:

Google Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 15

Table 2.2 Major Competitive Spheres:

Table 2.2 Major Competitive Spheres Industry Products Competence Market segment Vertical channels Geographic Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 16

Product Orientation vs. Market Orientation:

Product Orientation vs. Market Orientation Company Product Market Missouri-Pacific Railroad We run a railroad We are a people-and-goods mover Xerox We make copying equipment We improve office productivity Standard Oil We sell gasoline We supply energy Columbia Pictures We make movies We entertain people Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 17

Dimensions Define a Business:

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 18 Dimensions Define a Business Customer Groups Customer Needs Technology

Characteristics of SBUs:

Characteristics of SBUs It is a single business or collection of related businesses It has its own set of competitors It has a leader responsible for strategic planning and profitability Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 19

PowerPoint Presentation:

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 20

Figure 2.2 The Strategic Planning Gap:

Figure 2.2 The Strategic Planning Gap Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 21

What is Corporate Culture?:

What is Corporate Culture? Corporate culture is the shared experiences, stories, beliefs, and norms that characterize an organization. Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 22

Figure 2.3 The Business Unit Strategic Planning Process:

Figure 2.3 The Business Unit Strategic Planning Process Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 23

SWOT Analysis:

SWOT Analysis Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 24 Strengths Weaknesses Opportunities Threats

Market Opportunity Analysis (MOA):

Market Opportunity Analysis (MOA) Can the benefits involved in the opportunity be articulated convincingly to a defined target market? Can the target market be located and reached with cost-effective media and trade channels? Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits? Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 25

Market Opportunity Analysis (MOA):

Market Opportunity Analysis (MOA) Can the company deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed the company’s required threshold for investment? Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 26

Figure 2.4 Opportunity and Threat Matrices:

Figure 2.4 Opportunity and Threat Matrices Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 27

Goal Formulation and MBO:

Goal Formulation and MBO Unit’s objectives must be hierarchical Objectives should be quantitative Goals should be realistic Objectives must be consistent Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 28

Porter’s Generic Strategies:

Porter’s Generic Strategies Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 29 Overall cost leadership Differentiation Focus

Categories of Marketing Alliances:

Categories of Marketing Alliances Product or service alliance Promotional alliance Logistics alliances Pricing collaborations Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 30

McKinsey’s Elements of Success:

McKinsey’s Elements of Success Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 31 Strategy Structure Systems Style Shared values Staff Skills

Marketing Plan Contents:

Marketing Plan Contents Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 32 Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

Evaluating a Marketing Plan:

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 33 Evaluating a Marketing Plan Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?

For Review:

For Review 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 © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 2- 34

authorStream Live Help