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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.
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e a h C r e t p Developing Marketing Strategies and Plans Discussion 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? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 38 The Value Delivery Approach Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 38 The Value Chain Inbound Outbound Operations Marketing Logistics Logistics Support Activities Procurement Human Resource management Technological Development Infrastructure Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Service Margin Primary Activities Slide of 38 Core Business Processes Fulfillment management Customer relationship management Customer acquisition New-offering realization Marketsensing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 38 Core Competencies Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 38 Holistic Marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 38 Strategic Planning Businesses as investment portfolio Assessing each business’s strength Establish a strategy Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 38 g i F e r u Strategic Planning, Implementation, and Control Processes Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 38 Assessing Growth Opportunities Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 38 g i F e r u The Strategic-Planning Gap Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 38 Intensive Growth Current Markets New Product-Market Expansion Grid Market Developmen t Diversificatio n Market Penetration Product Developmen t Current New Products Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 26 of 38 Integrative Growth Business Wholesale r Competitor Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 27 of 38 Diversification Growth w e N p p O y t i n u t or Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 28 of 38 Corporate Culture … is the shared experiences, stories, beliefs, and norms that characterize an organization Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 29 of 38 Marketing Innovation Identify and encourage new ideas Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Scenario Analysis Slide 30 of 38 g i F e r u Business Unit Strategic Planning Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 31 of 38 g i F e r u Opportunity and Threat Matrices Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 32 of 38 External Internal SWOT Analysis SW OT Strength Weakness Opportunity Threat Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 33 of 38 Goal Formulation Ranked Consistent Quantified Realistic Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 34 of 38 Strategy Formulation Porter’s Generic Strategies Strategic Alliances Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 35 of 38 Program Formulation and Implementation Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 36 of 38 Feedback and Control Strong leadership Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 37 of 38 Product Planning Marketing Plans Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 38 of 38 ... Copyright © 20 12 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 38 Assessing Growth Opportunities Copyright © 20 12 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 38... organization Copyright © 20 12 Pearson Education, Inc Publishing as Prentice Hall Slide 29 of 38 Marketing Innovation Identify and encourage new ideas Copyright © 20 12 Pearson Education, Inc Publishing... Customer acquisition New-offering realization Marketsensing Copyright © 20 12 Pearson Education, Inc Publishing as Prentice Hall Slide of 38 Core Competencies Copyright © 20 12 Pearson Education,