Professional Documents
Culture Documents
Kevin Lane
Kotler Keller
Marketing Management 14e
h
C
p
a
r
e
t
2
Developing
Marketing
Strategies and
Plans
Discussion 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?
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Support
Activitie
s
Inbound
Outboun
Operation
Marketin Service
Logistic
d
s
g
s
Logistics
Procurement
Human Resource management
Technological Development
Infrastructure
Margin
Primary
Activitie
s
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Core Business
Processes
Fulfillment
managemen
t
Customer
relationship
management
Customer
acquisition
Newoffering
realization
Marketsensing
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Strategic Planning
Businesses as
investment
portfolio
Assessing each
businesss
strength
Establish a
strategy
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
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e
r
u
g .1
i
F 2
Strategic Planning,
Implementation, and Control
Processes
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Marketing Plan
Directs and coordinates
the marketing effort
Product Line or Brand
Level
Strategic and Tactical
levels
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Tactical
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
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Corporate Strategic
Planning
1
Establish SBUs
Assign resources to
SBUs
Assess growth
opportunities
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What is
our
business
?
What
should
our
business
Who is
the
customer
?
What is of
value to the
customer?
What will
our
business
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Mission Statements
Characteristics of good mission
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
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
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GOOGLES Mission
Statement
To organize the worlds
information and make it
universally accessible and
useful.
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Vague Philosophy
We build brands and make
the world a little happier by
bringing our best to you.
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GOOGLEs Philosophy
Never settle for the best.
1.
2.
3.
4.
5.
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A single business
or collection of
related
businesses
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
Leader
responsible for
planning and
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Customer needs
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
Technology
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Product Definition
Market Definition
We are a people-and-goods
mover.
Xerox
We make copying
equipment.
Hess
Corporation
We sell gasoline.
We supply energy.
Paramount
Pictures
We make movies.
We market entertainment.
Encyclopaed
We sell encyclopedias
ia Britannica
Carrier
We make air
conditioners and
furnaces.
We distribute information.
We provide climate control
in the home.
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Assigning Resources
MED
LOW
Business Position
HIGH
GE/McKinsey Matrix
LOW
MED
HIGH
Industry
Attractiveness
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Assessing Growth
Opportunities
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e
r
u
g
Fi 2.2
The Strategic-Planning
Gap
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Intensive Growth
New
Current
Markets
Diversificat
ion
Market
Penetration
Product
Developme
nt
Current
New
Products
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Integrative Growth
Business
Wholesal
er
Competitor
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Diversification Growth
w
e
N
o
p
Op
ty
i
n
u
rt
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Corporate Culture
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Marketing Innovation
Scenario
Analysis
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e
r
u
g
Fi 2.3
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e
r
u
g
Fi 2.4
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External
Internal
SWOT Analysis
SW
OT
Strength
Weakness
Opportunit
y
Threat
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Goal Formulation
Ranked
Consisten
t
Quantifie
d
Realistic
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Strategy Formulation
Porters Generic
Strategies
Strategic
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Strong
leadership
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Product Planning
Marketing
Plans
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