A. El-Ansary 2005 Adel I. El-Ansary Adel I. El-Ansary Donna L. Harper Professor of Marketing Donna L. Harper Professor of Marketing Coggin College of Business Coggin College of Business 4567 St. Johns Bluff Road, South 4567 St. Johns Bluff Road, South Jacksonville, FL 32224-2675 Jacksonville, FL 32224-2675 www.unf.edu/~aelansar/ email: [email protected] email: [email protected]
Marketing_StrategyCourseFramework.ppt
Jan 20, 2015
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A. El-Ansary 2005
Adel I. El-AnsaryAdel I. El-AnsaryDonna L. Harper Professor of MarketingDonna L. Harper Professor of Marketing
Coggin College of BusinessCoggin College of Business4567 St. Johns Bluff Road, South4567 St. Johns Bluff Road, South
Jacksonville, FL 32224-2675Jacksonville, FL 32224-2675www.unf.edu/~aelansar/email: [email protected]: [email protected]
A. El-Ansary 2005
Foundations of Foundations of Marketing StrategyMarketing Strategy
Customer
Company
Competitors
A. El-Ansary 2005
Strategy Strategy FormulationFormulation
Tier I :Tier I : Marketing Marketing StrategiesStrategies
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
Diff
eren
tiat
io
n
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
Diff
eren
tiat
io
nCompetitors
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
Diff
eren
tiat
io
nCompetitors
Positionin
Positionin
gg
A. El-Ansary 2005
Branding
Market Segmentation
Consumer Behavior
TargetinTargetingg Offer
GoodsGoodsServicesServices
ExperienceExperiencess
Diff
eren
tiat
io
n
Positionin
Positionin
gg
Competitors
A. El-Ansary 2005
Strategy ImplementationStrategy ImplementationTier II :Tier II :
Marketing Mix & Marketing Mix &Customer Customer
Relationship Relationship ManagementManagement
A. El-Ansary 2005
Segmentation
Targeting
Differentiation
Positioning
*IMCM: Integrated Marketing Communication Mix
Product/Service/
Experience
Brand
Price
Distribution
IMCM* / Promotion
CRM
XX
XX
XX
XX
XX
XX
XX
XX
XXXX
A. El-Ansary 2005
Marketing StrategyMarketing Strategy
A Focus on the A Focus on the CustomerCustomer
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperienceAntecedentsAntecedents
Improve Productivit
y
Structure
Operations
Strategy Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer Loyalty
ConsequencesConsequences
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperience
Create Customer
Value
Customer Value =
Benefit - Cost
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Create Customer
Value
Creating Customer Creating Customer ExperienceExperience
Achieve Customer Satisfactio
n
Customer Satisfaction =
Expected Performance –
Delivered Experience
A. El-Ansary 2005
Create Customer
Value
Achieve Customer Satisfactio
n
Creating Customer Creating Customer ExperienceExperience
Engender Customer Loyalty
Customer Loyalty
A. El-Ansary 2005
AntecedentsAntecedents
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperience
Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer
Loyalty
AntecedentAntecedentss
Improve Productivi
ty
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperienceAntecedentAntecedent
ss
Improve Productivi
ty
Structure
Operations
Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer
Loyalty
Strategy
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
E-Strategy
E-Commerce
Business Intelligence
Supply Chain
Management
Customer Relationship Managemen
t
Enterprise Resource Planning
Efficiency
Marketing Strategy
Strategy
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
E-Strategy
Segment
Target
Differentiate
Position
Marketing Strategy
Effectiveness
Target to segments
Strategy
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
Operations
Manufacturing Management
Marketing Management
Human Resource
Management
Financial Management
Strategic Profit Model
Internal Marketing
Outsourcing
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
Structure
Lease or Buy?
Strategic alliances
Partnership
Co-Branding
Co-Marketing
A. El-Ansary 2005
ConsequencesConsequences
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperience
Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer
Loyalty
ConsequencConsequenceses
Transactions
Relationships
A. El-Ansary 2005
Consequences of Customer Consequences of Customer ExperienceExperience
Profitability
Transactions
Relationships
Business Share
Market Share
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperienceAntecedentsAntecedents
Improve Productivit
y
Structure
Operations
Strategy Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer Loyalty
ConsequencesConsequences