Developing Marketing Strategies and Plans: Publishing As Prentice Hall

Chapter 7
Developing Marketing
Strategies and Plans
Copyright © 2012 Pearson Education, Inc.

1- 1
Publishing as Prentice Hall
Topic Outline
 How is strategic planning carried out at
different levels of the organization?
 What does a marketing plan include?
 Managing the Marketing Effort
 Measuring and Managing Return on

Marketing Investment
Planning Marketing
Partnering to Build Customer Relationships
Value delivery network is made up of the

company, suppliers, distributors, and
ultimately customers who partner with
each other to improve performance of
the entire system
Marketing Strategy and
the Marketing Mix
Marketing Strategy and the Marketing
Mix
Market segmentation is the division of a market
into distinct groups of buyers who have different
needs, characteristics, or behavior and who
might require separate products or marketing
mixes
Market segment is a group of consumers who
respond in a similar way to a given set of
marketing efforts
Mix
Market Targeting
Market targeting
is the process of evaluating each market
segment’s attractiveness and selecting one or
more segments to enter
Marketing Strategy and the Marketing Mix
Market positioning is the arranging for a

product to occupy a clear, distinctive, and
desirable place relative to competing
products in the minds of the target
consumer
Whole marketing plan supports the positioning
strategy
Mix
 Differentiation begins the positioning process

 Whole marketing plan supports the positioning
strategy
Developing an Integrated Marketing Mix
Marketing mix is the set of controllable tactical

marketing tools—product, price, place, and
promotion—that the firm blends to produce
the response it wants in the target market
Developing an Integrated Marketing Mix

Managing the Marketing Effort
Marketing Analysis – SWOT Analysis
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 • Tactical
– Target marketing – Product features
decisions – Promotion
– Value proposition – Merchandising
– Analysis of – Pricing
marketing – Sales channels
opportunities
– Service
Marketing Plan Contents
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls
Marketing Plan Contents Details
 Executive Summary
 Financial Projections
 Table Of Contents
 Sales forecast
 Situation Analysis (SWOT Analysis)
 Expense Forecast
 Customers
 Break Even Analysis
 Competitors
 Forecasted Sales Value
 Company
 Expected Marketing Cost
 Context
 Implementation Controls
 Marketing Strategy
 Outlines The Controls For
 Mission
Monitoring & Adjusting
 Marketing & Financial Objective
 Spells out The Goals & Budgets
 Product Lines
 Contingency Plan
 Competitive positioning
Evaluating a Marketing Plan
 Is the plan simple?

 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?
Marketing Implementation
Implementing
 Turns marketing plans into marketing actions to
accomplish strategic marketing objectives
 Addresses who, where, when, how
Marketing Department Organization
Functional organization
Geographic organization
Product management organization
Market or customer management

Marketing Control
Controlling
 Evaluating of results
 Taking of corrective action to achieve objectives
 Operating control
 Strategic control
Measuring and Managing
Return on Marketing Investment
Return on Marketing Investment (Marketing ROI)
Return on marketing investment

• is net return from a marketing investment
divided by the costs of the marketing
investment.
• provides a measurement of the profits
generated by investments in marketing
activities.
Bibliography
 Principles of Marketing by Philip Kotler & Gary Armstrong
Fifteenth Edition, Published by Prentice Hall
 Marketing Management – A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
 Principles and Practices of Marketing by Jobber, D. 4th
edition, McGraw Hill International.
 Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.
The End
"Life is like a combination lock;

your job is to find the right
numbers, in the right order so
you can have anything you
want."

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Chapter 7

Copyright © 2012 Pearson Education, Inc.

 What does a marketing plan include?

 Managing the Marketing Effort

 Measuring and Managing Return on

Value delivery network is made up of the

Market positioning is the arranging for a

 Differentiation begins the positioning process

Developing an Integrated Marketing Mix

Marketing mix is the set of controllable tactical

Developing an Integrated Marketing Mix

A marketing plan is the central instrument for

 Is the plan simple?

Product management organization

Market or customer management

Return on Marketing Investment (Marketing ROI)

Return on marketing investment

 Marketing Management – A South Asian Perspective

 Principles of Advertising & IMC by Tom Duncan 2nd

"Life is like a combination lock;

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