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Developing Marketing Plan

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27 views18 pages

Developing Marketing Plan

Uploaded by

jaloel81 lombok
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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2

Developing Marketing
Strategies and Plans

Marketing Management, 13th ed


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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-2


Three V’s Approach to Marketing

Define
Define the
the value
value segment
segment

Define
Define the
the value
value proposition
proposition

Define
Define the
the value
value network
network

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-3


Core Business Processes

• Market-sensing process
• New-offering realization process
• Customer acquisition process
• Customer relationship management
process
• Fulfillment management process

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-4


Figure 2.1 A Holistic Marketing Framework

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-5


Levels of a Marketing Plan

• Strategic • Tactical
• Target marketing • Product features
decisions • Promotion
• Value proposition • Merchandising
• Analysis of • Pricing
marketing • Sales channels
opportunities
• Service

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-6


Figure 2.2 The Strategic Planning,
Implementation,
and Control Processes

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-7


Major Competitive Spheres

Industry

Geographical Products

Vertical
channels Competence

Market
segment
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-8
Table 2.3
Product Orientation vs. Market Orientation
Company Product Market
Missouri-Pacific We run a railroad We are a people-
Railroad and-goods mover

Xerox We make copying We improve office


equipment productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We entertain


people

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-9


Dimensions That Define a Business

Customer
groups

Customer
Technology
needs

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-10


Figure 2.3 The Strategic Planning Gap

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-11


Figure 2.4
Ansoff’s Product-Market
Expansion Grid

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-12


Figure 2.5 The Business Unit
Strategic Planning Process

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-13


Figure 2.6 Opportunity Matrix

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-14


Figure 2.6 Threat Matrix

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-15


Porter’s Generic Strategies

Overall Cost Leadership

Differentiation

Focus

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-16


Categories of Marketing Alliances

Product
Product or
or Service
Service Alliances
Alliances

Promotional
Promotional Alliances
Alliances

Logistics
Logistics Alliances
Alliances

Pricing
Pricing Collaborations
Collaborations

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-17


Marketing Plan Contents

 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-18

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