© 2009 South-Western, Cengage Learning MARKETING MARKETING 1 Chapter 9 DEVELOPING A MARKETING DEVELOPING A MARKETING STRATEGY AND MARKETING PLAN STRATEGY AND MARKETING PLAN 9-1 Elements of a Marketing Strategy 9-2 Marketing Mix Alternatives 9-3 Analyzing Consumer Purchase Classifications 9-4 Marketing Planning 9-5 Developing a Marketing Plan CHAPTER 9
© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 9 DEVELOPING A MARKETING STRATEGY AND MARKETING PLAN 9-1Elements of a Marketing Strategy 9-2Marketing.
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© 2009 South-Western, Cengage LearningMARKETINGMARKETING
1
Chapter 9
DEVELOPING A MARKETING DEVELOPING A MARKETING STRATEGY AND MARKETING PLANSTRATEGY AND MARKETING PLAN
9-1 Elements of a Marketing Strategy
9-2 Marketing Mix Alternatives
9-3 Analyzing Consumer Purchase Classifications
9-4 Marketing Planning
9-5 Developing a Marketing Plan
CHAPTER
9
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
2
Focus Questions:What memorable
impression is Nabisco trying to leave with consumers who view this ad?
How are the words and images in the ad used effectively?
What consumer needs are the focus of the ad?
Do you believe Nabisco has clearly demonstrated how the product appeals to those needs?
©K
RA
FT
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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ELEMENTS OFA MARKETING STRATEGY
GOALSGOALSDescribe how market segments are
defined.Understand the four criteria that an
effective target market must meet.
9-1
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Differentiating Market Segments
Start with a marketRecognize differences and similaritiesSegmenting factors
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Selecting Target Markets
A target market is a clearly identified segment of the market to which the company wants to appeal.
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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MARKETING MIXALTERNATIVES
GOALSGOALSDescribe aspects of a basic product that can
be altered to improve its market appeal.Discuss important influences on distribution,
pricing, and promotions.Define four stages of a product life cycle.
9-2
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Fine-Tuning the Product
Basic productProduct featuresOptionsAssociated services
Brand/imageGuarantee/warrantyPackagingUses
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Distribution, Price, and Promotion
Distribution is the marketing mix element that facilitates the physical exchange of products and services between businesses and their customers
Price as a marketing mix element is defined as the amount a buyer pays as well as the methods of increasing the value of the product to the customers.
Promotion includes the methods and information communicated to customers to encourage purchases and increase their satisfaction.
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Analyzing the Product Life Cycle
Three factors to consider when planning a marketing mix:Type of competitionPurchase behavior of consumersStrengths and weaknesses of the business
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Stages of a Product Life Cycle
IntroductionGrowthMaturityDecline
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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ANALYZING CONSUMER PURCHASE CLASSIFICATIONS
GOALSGOALSDescribe the four consumer purchase
classifications.Explain how purchase classifications
affect marketing planning.
9-3
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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The consumer purchase classification system is based on two factors:Importance of the purchase to the
consumerWillingness of the consumer to shop
and compare products before making the purchase
How Consumers Shop
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Classifying Products for the Consumer Market
Convenience GoodsStaple goods Impulse goodsEmergency goods
Shopping GoodsAttribute-based goodsPrice-based goods
Specialty GoodsUnsought Goods
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Using PurchaseClassifications in Marketing
Convenience goodsShopping goodsSpecialty goodsUnsought goods
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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MARKETING PLANNING
GOALSGOALSUnderstand the benefits of marketing
planning.Describe the steps of developing a
marketing plan.
9-4
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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The Benefits of Planning
What is a marketing plan?From strategy to plan
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Preparing for Marketing Planning
Planning to planPlans require information
Performance of the companyPerformance of competitorsChanges outside the companyInformation about current and prospective
customersGathering needed information
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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DEVELOPINGA MARKETING PLAN
GOALSGOALSIdentify the five types of market analysis used
in developing a marketing plan.Explain how a marketing strategy is
incorporated within a marketing plan.Explain the need for activity schedules and
evaluation procedures in a marketing plan.
9-5
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Analyzing the Market
Company missionCurrent markets and strategiesPrimary competitorsExternal environmentInternal analysis
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Developing the Marketing Strategy
Determining goals and outcomesDefining a target marketSpecifying the marketing mixDeveloping a positioning statement
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 9
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Planning for Action
Activity scheduleEvaluation procedures
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