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Chapter 2 jea santos-suarez
- 1. Developing Marketing Strategies and Plans Chapter 2 Group 3 V57
- 2. How are Marketing Strategies and Plans Developed? A. Marketing & Customer Value B. How to Capture Customer Value? C. Marketing & Strategic Planning
- 3. A. Marketing is about satisfying consumers’ needs and wants. The task of any business is to deliver at a profit
- 4. B. Holistic Marketing Orientation helps capture customer value
- 5. Holistic Marketing Orientation succeeds by managing a superior value chain This value chain delivers a high level of product quality, service and speed Product Quality Service Speed
- 6. Holistic Marketing Orientation is designed to address 3 Key Management Questions Value Delivery Value Creation Value Exploration
- 7. C. Successful marketing requires companies to prioritize Strategic Planning Strategic Planning
- 8. Strategic Planning 1. Defining Corporate Mission 2. Establishing SBUs 3. Assigning resources to a) Industry SBUs b) Products and 4. Assessing growth applications opportunities c) Competence d) Market Segment e) Vertical Corporate & f) Geographical Division Planning SBU I ntensive I ntegrative D iversification
- 9. Strategic Planning Business Planning GOAL STRATEGIC PROGRAM FEEDBACK & FORMATION FORMATION FORMATION & CONTROL IMPLEMENTATION Corporate & Division
- 10. Strategic Planning MARKETING PLAN Strategic & Tactical Levels Product Planning Business Contents Corporate & Division
- 11. Strategic Planning MARKETING PLAN Product Business Corporate & Division
- 12. CONCEPT SUMMARY Model
- 13. Effective Strategic Planning achieves Marketing’s goal for CUSTOMER VALUE
Hinweis der Redaktion
- Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
- Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
- DEFINE the CORPORATE MISSION Four Planning Activities Good Mission Statements 1) focus on a limited number of goals 2) stresses the company’s major policies and values 3) defines the major competitive spheres within which the company will operateEstablishing SBUs 3 Characteristicssingle business, can be planned separatelyHas own set of competitorsHas a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profitAssigning resources to SBUsAssessing growth opportunities
- Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
- Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls