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Lecture Marketing (12/e): Chapter 22 – Kerin, Hartley, Rudelius

Chapter 22 - Pulling it all together: the strategic marketing process. After reading chapter 22, you should be able to: Explain how marketing managers allocate their limited resources, describe Porter’s generic business strategies and synergy analysis planning frameworks, explain what makes an effective marketing plan,. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: LO 22-1 Explain how marketing managers allocate their limited resources. LO 22-3 Explain what makes an effective marketing plan. LO 22-2 Describe Porter’s generic business strategies and synergy analysis planning frameworks. 22- LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: LO 22-4 Use a time-based agenda and an action item list to conduct a meeting. LO 22-5 Describe an organization’s marketing department and the role of a product manager. LO 22-6 Explain the use of marketing ROI, metrics, and dashboards in evaluating marketing programs. 22- WARM DELIGHTS FOR TODAY’S ON-THE-GO CONSUMERS Breaking the Rules at “Big G” Cereal Industry Facts of Life Warm Delights Warm Delights Minis Expense Success Rate Market Decline 22- . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: LO 22-1 Explain how marketing managers allocate their limited resources. LO 22-3 Explain what makes an effective marketing plan. LO 22-2 Describe Porter’s generic business strategies and synergy analysis planning frameworks. 22- LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: LO 22-4 Use a time-based agenda and an action item list to conduct a meeting. LO 22-5 Describe an organization’s marketing department and the role of a product manager. LO 22-6 Explain the use of marketing ROI, metrics, and dashboards in evaluating marketing programs. 22- WARM DELIGHTS FOR TODAY’S ON-THE-GO CONSUMERS Breaking the Rules at “Big G” Cereal Industry Facts of Life Warm Delights Warm Delights Minis Expense Success Rate Market Decline 22- WARM DELIGHTS FOR TODAY’S ON-THE-GO CONSUMERS Creative Initiatives at Big G Healthy Snacks High-Fiber, Low Calorie Cereals Single-Portion Entrees Breakfast Drink High-Protein Yogurt Fiber One 22- MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES FINDING AND USING WHAT REALLY WORKS LO 22-1 Strategy Execution Culture Marketspace Smucker’s 22- MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES USING SALES RESPONSE FUNCTIONS LO 22-1 Sales Response Function An Example of Resource Allocation Maximizing Incremental Revenue Minus Incremental Cost Year 1 Year 4 22- FIGURE 22-1 A sales response function shows the impact on sales at various levels of marketing effort on annual sales revenue 22- MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES USING SALES RESPONSE FUNCTIONS LO 22-1 Allocating Marketing Resources in Practice Revenues Share Points—Need Estimates of: Market Share Cannibalization Gross Margin 22- FIGURE 22-2 The actions in the strategic