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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?
Market-sensing process
New-offering realization process
Customer acquisition process
Customer relationship management
process
Fulfillment management process
Table 2.1
Becoming a Vigilant Organization
Can we learn from the past?
How should the present be evaluated?
What do we envision for the future?
Value Exploration
The customer's cognitive space; the company's
competence space; and the collaborator's resource space.
Value Creation
Marketers need to: identify new customer
benefits from the customer's view; utilize
core competencies from its business
domain; and select and manage business
partners from its collaborative networks.
(re) defining the business concept (the
"big idea"); (2) (re) shaping the business
scope (the lines of business); and (3)
(re)positioning the company's brand
identity (how customers should see the
company)
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
Value Delivery
Delivering value often means
substantial investment in infrastructure
and capabilities. The company must
become proficient at customer
relationship management, internal
resource management, and business
partnership management.
Tactical
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
Assess growth opportunities
Industry
Products
Competence
Market segment
Vertical channels
Geographic
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.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
eBay
Table 2.3
Product Orientation vs. Market Orientation
Company
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
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
Ansoffs Product-Market
Expansion Grid
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats