Developing Marketing Strategies and Plans.ppt

1、MARKETING MANAGEMENT12th edition,2 Developing Marketing Strategies and Plans,KotlerKeller,2-2,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?,2-3,Improving Value Delivery th

2、e Japanese Way,0 customer feedback time 0 product improvement time 0 purchasing time 0 setup time 0 defects,2-4,3 Vs Approach to Marketing,Define the value segment Define the value proposition Define the value network,2-5,Benchmarks,Organizational costs and performance measures,Competitor costs and

3、performance measures,2-6,Core Business Processes,Market sensing,Fulfillment management,Customer acquisition,New offering realization,Customer relationship management,2-7,Characteristics of Core Competencies,A source of competitive advantage Applications in a wide variety of markets Difficult to imit

4、ate,2-8,Challenges Facing CMOs,Doing more with less Driving new business development Becoming a full business partner,2-9,Levels of a Marketing Plan,Strategic Target marketing decisions Value proposition Analysis of marketing opportunities,Tactical Product features Promotion Merchandising Pricing Sa

5、les channels Service,2-10,Corporate Headquarters Planning Activities,Define the corporate mission Establish SBUs Assign resources to each SBU Assess growth opportunities,2-11,Good Mission Statements,Focus on limited number of goals Stress major policies and values Define major competitive spheres,2-

6、12,Major Competitive Spheres,Industry Products Competence,Market segment Vertical channels Geographical,2-13,Rubbermaid Commercial Products, Inc.,“Our vision is to be the Global Market Share Leader in each of the markets we serve. We will earn this leadership position by providing to our distributor

7、 and end-user customers innovative, high-quality, cost- effective and environmentally responsible products. We will add value to these products by providing legendary customer service through our uncompromising Commitment to Customer Satisfaction.”,2-14,Motorola,“The purpose of Motorola is to honora

8、bly 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

9、 achieve their personal objectives.”,2-15,eBay,“We help people trade anything on earth. We will continue to enhance the online trading experiences of all collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.”,2-16,Dimensions That Define A Bus

10、iness,Customer groups,Technology,Customer needs,2-17,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 Profitability Efficiency,2-18,Organizations,Culture Policies Structure,2-19,M

11、arket 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 re

12、sources needed to deliver the customer benefits?,2-20,Market Opportunity Analysis (MOA)_2,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?,2-21,Goal Formulation and M

13、BO,Requirements for using MBO Units objectives must be hierarchical Objectives should be quantitative Goals should be realistic Objectives must be consistent,2-22,Porters Generic Strategies,Overall cost leadership Differentiation Focus,2-23,Categories of Marketing Alliances,Product or Service Allian

14、ces Promotional Alliances Logistics Alliances Pricing collaborations,2-24,Marketing Plan Contents,Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls,2-25,Evaluating a Marketing Plan,Is the plan simple? Is the plan specific? Is the

15、plan realistic? Is the plan complete?,MARKETING MANAGEMENT12th edition,3 Gathering Information and Scanning the Environment,KotlerKeller,2-27,Chapter Questions_1,What are the components of a modern marketing information system? What are useful internal records? What is involved in a marketing intell

16、igence system?,2-28,Chapter Questions_2,What are the key methods for tracking and identifying opportunities in the macroenvironment? What are some important macroenvironment developments?,2-29,MIS Probes for Information,What decisions do you regularly make? What information do you need to make these

17、 decisions? What information do you regularly get? What special studies do you periodically request? What information would you want that you are not getting now? What are the four most helpful improvements that could be made in the present marketing information system?,2-30,Internal Records,Order-t

18、o-Payment Cycle Sales Information System Databases, Warehousing, Data mining Marketing Intelligence System,2-31,Steps to Improve Marketing Intelligence,Train and motivate sales force Motivate channel members to share intelligence Network externally Utilize customer advisory panel Utilize government

19、data resources Purchase information Collect customer feedback online,2-32,Needs and Trends,Fad,Trend,Megatrend,2-33,10 Megatrends Shaping the Consumer Landscape,Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labor shortages,Increased immigration Rising Hispan

20、ic influence Shifting birth trends Widening geographic differences Changing age structure,2-34,Environmental Forces,Demographic Economic Socio-Cultural Natural Technological Political-Legal,2-35,Population and Demographics,Size Growth rate Age distribution Ethnic mix Educational levels,Household patterns Reg