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MARKETING MANAGEMENT12th edition2 Developing Marketing Strategies and PlansKotlerKeller
Chapter QuestionsHow does marketing affect customer value?How is strategic planning carried out at different levels of the organization?What does a marketing plan include?
Figure 2.1 The Value Delivery Process
Nike Creates Value
Improving Value Delivery the Japanese Way0 customerfeedback time0 product improvement time0 setup time0 defects0 purchasing time
3 Vs Approach to MarketingDefine the value segmentDefine the value propositionDefine the value network
Figure 2.2 Porters Value Chain
BenchmarksOrganizational costs and performance measuresCompetitorcosts and performance measures
Core Business ProcessesMarket sensingFulfillmentmanagementCustomer acquisitionNew offering realizationCustomer relationship management
Wal-Marts stock replenishment process is legendary
Characteristics of Core Competencies
A source of competitive advantageApplications in a wide variety of marketsDifficult to imitate
Netflixs Distinctive Capabilities
Figure 2.3 A Holistic Marketing Framework
Challenges Facing CMOsDoing more with lessDriving new businessdevelopmentBecoming a full business partner
Levels of a Marketing PlanStrategicTarget marketing decisionsValue propositionAnalysis of marketing opportunitiesTacticalProduct featuresPromotionMerchandisingPricingSales channelsService
Figure 2.4 The Strategic Planning, Implementation, and Control Processes
Corporate headquarters planning activitiesDefine the corporate missionEstablish SBUsAssign resources to each SBUAssess growth opportunities
Good Mission StatementsFocus on limited number of goalsStress major policies and valuesDefine major competitive spheres
Major Competitive SpheresIndustryProductsMarketsegmentGeographicalCompetenceVerticalchannels
GEs breakthroughs in the process of desalination crosses multiple competitive spheres
By 2015, two-thirds of the world will be water-stressed. Desalination plants like this one help to relieve water shortages.
Rubbermaid Commercial Products, Inc.Our vision is to be the Global Market Share Leader in each of the markets we serve. We will earn this leadership position by providing to our distributor and end-user customers innovative, high-quality, cost-effective and environmentally responsible products. We will add value to these products by providing legendary customer service through our uncompromising Commitment to Customer Satisfaction.
MotorolaThe purpose of Motorola is to honorablyserve the needs of the community by providingproducts and services of superior quality at a fair price to our customers; to do this so as toearn an adequate profit which is required forthe total enterprise to grow; and by doing so, provide the opportunity for our employees andshareholders to achieve their personal objectives.
eBayWe help people trade anything on earth.We will continue to enhance the onlinetrading experiences of all collectors, dealers, small businesses, unique itemseekers, bargain hunters, opportunitysellers, and browsers.
Table 2.2 Product Orientation vs. Market Orientation
Dimensions That Define A BusinessCustomer groupsTechnologyCustomer needs
Characteristics of SBUsIt is a single business or collection of related businessesIt has its own set of competitorsIt has a leader responsible forStrategic planningProfitabilityEfficiency
Figure 2.5 The Strategic Planning Gap
Figure 2.6 Ansoffs Product-Market Expansion Grid
The Growth of Starbucks
OrganizationsStructurePoliciesCulture
Merging Corporate Culture?
Figure 2.7 The Business Unit Strategic Planning Process
SWOT AnalysisStrengthsWeaknessesOpportunitiesThreats
Market Opportunity Analysis (MOA)Can the benefits involved in the opportunity be articulated convincingly to a defined target market?Can the target market be located and reached with cost-effective media and trade channels?Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?
Market Opportunity Analysis (MOA)_2Can the company deliver the benefits better than any actual or potential competitors?Will the financial rate of return meet or exceed the companys required threshold for investment?
FedExFedEx added Sunday deliveries based on customer requests andmarket demand
Figure 2.8 Opportunity Matrix
Figure 2.8 Threat Matrix
Goal Formulation and MBORequirements for using MBOUnits objectives must be hierarchicalObjectives should be quantitativeGoals should be realisticObjectives must be consistent
Porters Generic StrategiesOverall Cost LeadershipDifferentiationFocus
The Star Alliance
Categories of Marketing AlliancesProduct or Service AlliancesPromotional AlliancesLogistics AlliancesPricing Collaborations
Feedback and Control
Marketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
Evaluating a Marketing Plan Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
Marketing DebateWhat good is a mission statement?
Take a position:Mission statements are critical to a successful marketing organization.2. Mission statements rarely provideuseful marketing value.
Marketing DebateWhat implications do Porters valuechain and the holistic marketingorientation model have formarketing planning?