Chapter 2 - Developing marketing strategies and plans. This chapter begins by examining some of the strategic marketing implications in creating customer value. We’ll look at several perspectives on planning and describe how to draw up a formal marketing plan.
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Developing Marketing Strategies and Plans
Ch ap
te r 2
Trang 3Discussion Questions
1 How does marketing affect
customer value?
2 How is strategic planning carried
out at different levels of the organization?
3 What does a marketing plan
include?
Trang 4Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 4 of 38The Value Delivery Approach
Trang 5The Value Chain
Procurement Human Resource management Technological Development
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Core Business
relationship management
Customer acquisition
Market-sensing
New-offering realization
Fulfillment
management
Trang 7Core Competencies
Trang 8Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 8 of 38Holistic Marketing
Trang 9Strategic Planning
Businesses as
investment portfolio
Assessing each
business’s strength
Establish a strategy
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Trang 11Marketing Plan
• Directs and coordinates
the marketing effort
• Product Line or Brand
Level
• Strategic and Tactical
levels
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Levels of a Marketing Plan
– Merchandising – Pricing
– Sales channels – Service
Trang 13Corporate Strategic Planning
Define corporate mission
Establish SBU’s Assign resources to SBU’s Assess growth opportunities
1 2 3 4
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Defining the Corporate Mission
What is
our business?
Who is the customer? What is of
value to the customer?
What will
our business be?
What
should our
business
be?
Trang 15Mission Statements
1 Focus on a limited number of goals
2 Stress major policies and values
3 Define major competitive spheres
4 Take a long-term view
5 Short, memorable, meaningful
Characteristics of good mission
statements:
Trang 16Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 38
To build total brand value by
innovating to deliver customer value
and customer leadership faster, better, and more completely than our
competition
Vague Mission Statement
Trang 17GOOGLE’S Mission Statement
To organize the world’s
information and make it
universally accessible and
useful.
Trang 18Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 38
Vague Philosophy
We build brands and make the
world a little happier by bringing
our best to you.
Trang 19GOOGLE’s Philosophy
Never settle for the best.
1 Focus on the user and all else will follow.
2 It’s best to do one thing really, really well.
3 Fast is better than slow.
4 Democracy on the web works.
5 You don’t need to be at your desk to need an
answer.
6 You can make money without doing evil.
7 There is always more information out there.
8 The need for information crosses all borders.
9 You can be serious without a suit.
Trang 20Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 38
Strategic Business Units (SBU)
Three Characteristics of an SBU:
Trang 21Defining Strategic Business
Units
Technology
Customer groups
Customer needs
Trang 22Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 38
Company Product Definition Market Definition
Union Pacific We run a railroad We are a people-and-goods mover.
Xerox We make copying equipment. We help improve office productivity.
a Britannica We sell encyclopedias We distribute information.
Carrier We make air conditioners and furnaces. We provide climate control in the home.
Strategic Business Units
Trang 23Assigning Resources
HIGH MED
Trang 24Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 38Assessing Growth Opportunities
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Market Developmen
t
Product Developmen
Trang 27Integrative Growth
Business
Competitor
Wholesale r
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Trang 29Corporate Culture
… is the shared experiences, stories, beliefs, and norms that characterize an organization.
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Marketing Innovation
Identify and encourage new ideas
Scenario Analysis
Trang 31Business Unit Strategic
Planning
.3
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Opportunity and Threat Matrices
.4
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Goal Formulation
Ranked
Realistic
Quantified Consistent
Trang 35Strategy Formulation
Porter’s Generic Strategies
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Program Formulation and
Implementation
Trang 37Feedback and Control
Strong leadership
Trang 38Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 38 of 38
Product Planning
Marketing
Plans