Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
STRATEGIC
PLANNING IN
CONTEMPOR
ARY
MARKETING
2014 Cengage Learning. All Rights
Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible
Objectives
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
Objectives
4. Describe successful planning tools and
techniques, including Porters Five
Forces model, first and second mover
strategies, SWOT analysis, and the
strategic window.
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
Objectives
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
Tactical Planning
Guides the
implementation of
activities specified
in the strategic
plan
Addresses shorterterm actions
Provides long-term
direction for its
decision makers
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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Resources
include:
Production
Marketing
Finance
Technology
Employees
Strengths help
planners:
Set objectives
Develop plans
Take advantage of
marketing
opportunities
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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13
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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SWOT Analysis
Helps planners compare internal
organizational strengths and
weaknesses with external
opportunities and threats
Provides managers with a critical view of
the organizations internal and external
environments
Helps them evaluate the firms
fulfillment of its basic mission
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
17
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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19
Elements of a Marketing
Strategy
The target market
Marketing mix variables
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
20
21
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
22
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
23
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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Product Strategy
Deciding what goods or services the firm
should offer to a group of consumers
Customer service
Package design
Brand names, trademarks, patents, and
warranties
Lifecycle of a product
Product positioning
New-product development
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
25
Distribution Strategy
Consumers find their products in the
proper quantities at the right times
and places
Involves modes of transportation,
warehousing, inventory control, order
processing, and selection of
marketing channels
Technology has opened new channels
of distribution in many industries
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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Promotion Strategy
Communication link between sellers
and buyers
Firms may communicate messages:
Directly through salespeople
Indirectly through advertisements and
promotions
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Pricing Strategy
Deals with methods of setting
profitable and justifiable prices
Subject to regulation and public
scrutiny
A good pricing strategy:
Creates value for customers
Builds and strengthens customer
relationships with a firm and its products
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
28
Competitive
Political-legal
Economic
Technological
Social-cultural
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2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
31
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
32
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
33
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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Nederlander Video
http://
www.cengage.com/marketing/book_content/boone_978113362
8460/videos/ch02.html
2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,
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