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Developing Marketing
Strategies and Plans
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?
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3 Vs Approach to Marketing
Define
Define the
the value
value segment
segment
(needs
(needs and
and wants)
wants)
Define
Define the
the value
value proposition
proposition
(benefits)
(benefits)
Define
Define the
the value
value network
network to
to
deliver
deliver promise
promise services.
services.
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Tactical
Target marketing
decisions
Value proposition
Analysis of
marketing
opportunities
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Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Corporate Headquarters
Planning Activities
Define the corporate mission
Establish strategic business units
(SBUs)
Assign resources to each SBU (The
GE/McKinsey matrix-classifies each
SBU according to the extent of its
competitive advantage and
attractiveness of its industry, BCGs
growth-share matrix
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Corporate Headquarters
Planning Activities cont
Assess growth opportunities (planning
new businesses, downsizing and
terminating older businesses)
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Motorola
The purpose of Motorola is to honorably
serve the needs of the community by providing
products and services of superior quality at a
fair price to our customers; to do this so as to
earn an adequate profit which is required for
the total enterprise to grow; and by doing so,
provide the opportunity for our employees and
shareholders to achieve their personal
objectives.
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eBay
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Product
Market
Missouri-Pacific
Railroad
We run a railroad
Xerox
We make copying
equipment
We improve office
productivity
Standard Oil
We sell gasoline
We supply energy
Columbia Pictures
We make movies
We entertain
people
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Characteristics of SBUs
It is a single business or collection of
related businesses
It has its own set of competitors
It has a leader responsible for strategic
planning and profitability
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Ansoffs Product-Market
Expansion Grid
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
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Categories of Marketing
Alliances
Product
Product or
or Service
Service Alliancesjointly
Alliancesjointly
market
market complementary
complementary products
products
Promotional
Promotional Alliancespromotion
Alliancespromotion
of
of another
another companys
companys products
products
Logistics
Logistics Allianceslogistical
Allianceslogistical services
services
for
for another
another companys
companys products.
products.
Pricing
Pricing Collaborationsone
Collaborationsone or
or more
more
companies
companies join
join in
in special
special price
price reduction.
reduction.
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Study Question 1
The ________ is a tool for identifying
ways to create more customer value.
A. value chain
B.customer survey
C.brand loyalty index
D.promotion channel
E.supplier database
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Study Question 2
A good way to describe the ________ would be to
discuss all the activities involved in building deeper
understanding, relationships, and offerings to individual
customers.
A. customer acquisition process
B. customer relationship management
process
C. customer prospecting process
D. customer fulfillment management process
E. customer equity process
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Study Question 3
Core competencies tend to refer to areas of special
technical and production expertise, whereas ________
tend to describe excellence in broader business
processes.
A.
B.
C.
D.
E.
process benchmarks
distinctive capabilities
core business values
value statements
mission statements
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Study Question 4
The ________ is the central instrument for directing
and coordinating the marketing effort.
A.
B.
C.
D.
E.
strategic plan
marketing plan
tactical plan
customer-value statement
corporate mission
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Study Question 5
The ________ lays out the target markets and the
value proposition that will be offered, based on an
analysis of the best market opportunities.
A.
B.
C.
D.
E.
organizational plan
strategic marketing plan
corporate tactical plan
corporate mission
customer-value statement
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