After studying this chapter you will be able to: Know the variables that shape the environment of marketing strategy planning, understand why company objectives are important in guiding marketing strategy planning, understand target marketing, be familiar with the four Ps in a marketing mix,...
Trang 1
Strategic Market Planning
and the Evaluation of
Marketing Opportunities
Trang 2The Marketing Management Process
Whole-Company
Strategic Management Planning
Whole-Company
Strategic Management Planning
Marketing Planning
Marketing Planning
Implement Marketing Plan(s) and Program
Implement Marketing Plan(s) and Program
Control Marketing Plan(s) and Program
Control Marketing Plan(s) and Program
Adjust Plans
as Needed
Trang 3A Marketing Strategy
The Marketing
Mix
The Marketing
Mix
C
Trang 4The Four Ps of the Marketing Mix
C
Trang 5Physical Goods
Service
Features
Quality Level
Accessories
Installation
Instructions
Warranty
Product Lines
Packaging
Branding
Place Objectives Channel Type Market Exposure Kinds of
Middleman Kinds and Locations of Stores
How to Handle Transporting and Storing Service Levels Recruiting Middlemen Managing Channels
Promotion Objectives Blend
Salespeople Kind
Number Selection Training Motivation Advertising Targets Kinds of Ads Media Type Copy Thrust Who Prepares?
Sales Promotion Publicity
Price Objectives Flexibility Level over Product Life Cycle
Geographic Terms
Discounts Allowances
Strategy Decision Areas
Organized by the Four Ps
Trang 6Manufacturer or Producer
Consumer
Procter & Gamble
Del Monte Nissan
CIBC
Wholesaler
Wholesaler
Retailer
Wholesaler
Retailer Retailer
Four Examples of Basic Channels of
Distribution for Consumer Products
Trang 7Elements of a Firm’s Marketing Program
A Firm’s Marketing Program
Target
Market
Marketing
Mix
Marketing Strategy
Time-Related Details and Control
Procedures
Marketing Plan
Other Marketing Plans
+
+
+
=
=
=
Trang 8Distribution of Different Firms
Based on Marketing Performance
Total
Failure Poor Fair Good Exceptional
(Well below
average)
(Below average)
(Well above average)
(Above average)
68%
(Average Marketing Program)
Death-wish
Trang 9Market Penetration
Market Development
Product Development
Diversification
Present Products New Products Four Basic Types of Opportunities
Present Markets
New Markets
Types of Opportunities
Trang 10Sales and Cost Curves of
Two Strategies
Years
Sales
0 1 2 3 4 5
Product A
In this graphic, a toonarrow focus on the first year’s results might cause the marketing
manager to abandon this product as too costly.
Trang 11Industry Attractiveness
No Growth Borderline Growth
Evaluating Opportunities
Trang 12tte r T
?
Sm all
er W
or ld Co m
pet itiv
e
Ad van tag e
Ear
ly S tart
Considering International Opportunities
Trang 13Insensitive Sensitive
Basic commoditytype consumer
products
Industrial
products products that Consumer
are linked to cultural variables
Continuum of Environmental Sensitivity