Chapter 2.ppt

Developing Marketing Strategies and Plans2Marketing ManagementA South Asian Perspective, 13th ed

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Chapter QuestionsHow does marketing affect customer value?How is strategic planning carried out at different levels of the organization?What does a marketing plan include?


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*What is the Value Chain?The value chain is a tool for identifying ways 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.


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Core Business ProcessesMarket-sensing processNew-offering realization processCustomer acquisition processCustomer relationship management processFulfillment management process


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*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 coprosperity among key stakeholders.


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*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.


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Levels of a Marketing PlanStrategicTarget marketing decisionsValue propositionAnalysis of marketing opportunitiesTacticalProduct featuresPromotionMerchandisingPricingSales channelsService


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Corporate Headquarters Planning ActivitiesDefine the corporate missionEstablish strategic business units (SBUs)Assign resources to each SBUAssess growth opportunities


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Good Mission StatementsFocus on limited number of goalsStress major policies and valuesDefine major competitive spheresTake a long-term viewShort, memorable, meaningful


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Infosys Technologies LimitedTo achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors, and society at large.


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*eBayWe help people trade anything on earth.We will continue to enhance the onlinetrading experiences of allcollectors, dealers, small businesses, unique itemseekers, bargain hunters, opportunitysellers, and browsers.


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Table 2.3 Product Orientation vs. Market Orientation

CompanyProductMarketXeroxWe make copying equipmentWe improve office productivityColumbia PicturesWe make moviesWe entertain peopleEncyclopedia BritannicaWe sell encyclopediasWe distribute informationCarrierWe make air conditioners and furnacesWe provide climate control inside homes


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Characteristics of SBUsIt is a single business or collection of related businessesIt has its own set of competitorsIt has a leader responsible for strategic planning and profitability


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Tactics for Managing ChangeAvoid the innovation title for the teamUse the buddy systemSet the metrics in advanceAim for quick hits firstGet data to back up your gut


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*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 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Market Opportunity Analysis (MOA) (cont.)Can the company deliver the benefits better than any actual or potential competitors?Will the financial rate of return meet or exceed the companys required threshold for investment?


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Goal Formulation and MBOUnits objectives must be hierarchicalObjectives should be quantitativeGoals should be realisticObjectives must be consistent


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Marketing DebateWhat good is a mission statement?

Take a position:Mission statements are critical to a successful marketing organization.or2. Mission statements rarely provideuseful marketing value.


Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-*Marketing DiscussionWhat implications do Porters valuechain and the holistic marketingorientation model have formarketing planning?


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Chapter 2.ppt

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