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    2 Developing Marketing Strategies and Plans

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    A marketing plan includes both strategic and tactical elements. The strategic portion includes targeting marketing decisions, defining the value proposition, and analyzing marketing opportunities. Tactically, a marketing plan outlines specific elements like product features, promotion strategies, pricing approaches, sales channels, and service plans. An effective marketing plan should be simple, specific, realistic and complete.

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    2 Developing Marketing Strategies and Plans

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    juliesaopaulo
    31 views15 pages
    A marketing plan includes both strategic and tactical elements. The strategic portion includes targeting marketing decisions, defining the value proposition, and analyzing marketing opportunities. Tactically, a marketing plan outlines specific elements like product features, promotion strategies, pricing approaches, sales channels, and service plans. An effective marketing plan should be simple, specific, realistic and complete.

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    Ch2

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    A marketing plan includes both strategic and tactical elements. The strategic portion includes targeting marketing decisions, defining the value proposition, and analyzing marketing opportunities. Tactically, a marketing plan outlines specific elements like product features, promotion strategies, pricing approaches, sales channels, and service plans. An effective marketing plan should be simple, specific, realistic and complete.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    31 views15 pages

    2 Developing Marketing Strategies and Plans

    Uploaded by

    juliesaopaulo
    A marketing plan includes both strategic and tactical elements. The strategic portion includes targeting marketing decisions, defining the value proposition, and analyzing marketing opportunities. Tactically, a marketing plan outlines specific elements like product features, promotion strategies, pricing approaches, sales channels, and service plans. An effective marketing plan should be simple, specific, realistic and complete.

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    2 Developing Marketing Strategies and Plans

    Chapter Questions
    How does marketing affect customer value? What does a marketing plan include?

    Phases of Value Creation and Delivery


    Consumers have abundant choices Sell what you can make Make what you can sell: Value creation and delivery process

    Choosing the value (MR, STP)


    Providing the value (Product, Price, Distribution) Communicating the value (Sales, Ad, Promo)
    3

    Intels New Brand Identity: Leap Ahead

    What value was created by Intel Inside?

    Core Business Processes


    Market-sensing process (market intel; MR) New-offering realization process (R&D; new prod) Customer acquisition process (STP; new customers) Customer relationship management process
    (individual level relationship) payment)

    Fulfillment management process (order, shipping,

    What is a Marketing Plan?


    A marketing plan is the central instrument for directing and coordinating the marketing effort. It operates at a strategic and tactical level.

    Levels of a Marketing Plan


    Strategic
    Target marketing decisions Value proposition Analysis of marketing opportunities

    Tactical
    Product features Promotion Merchandising Pricing Sales channels Service

    Good Mission Statements


    Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful

    Google

    eBay

    We help people trade anything on earth. We will continue to enhance the online trading experiences of allcollectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.

    10

    Product Orientation vs. Market Orientation


    Company
    Missouri-Pacific Railroad Xerox Standard Oil

    Product
    We run a railroad

    Market
    We are a peopleand-goods mover We improve office productivity We supply energy

    We make copying equipment We sell gasoline

    Columbia Pictures

    We make movies

    We entertain people

    11

    Table 2.2 Major Competitive Spheres


    Industry Products Market segments Geographic Retail formats Vertical channels
    12

    SWOT Analysis
    Strengths

    Weaknesses

    Opportunities

    Threats

    13

    Marketing Plan Contents


    Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

    14

    Evaluating a Marketing Plan


    Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?

    15

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