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Developing Marketing Strategies and Plans

How does marketing affect customer value? • How is strategic planning carried out at different levels of the organization? • What does a marketing | Developing Marketing Strategies and Plans Marketing Management, 13th ed 2 Chapter Questions How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include? Three V’s Approach to Marketing Define the value segment Define the value proposition Define the value network What is the Value Chain? The value chain is a tool for identifying was to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product. Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate Table 2.1 Becoming a Vigilant Organization Can we learn from the past? How should the present be evaluated? What do we envision for the future? What is Holistic Marketing? Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders. 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 Corporate Headquarters’ Planning Activities Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities Good Mission Statements Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a . | Developing Marketing Strategies and Plans Marketing Management, 13th ed 2 Chapter Questions How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include? Three V’s Approach to Marketing Define the value segment Define the value proposition Define the value network What is the Value Chain? The value chain is a tool for identifying was to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product. Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate Table 2.1 Becoming a Vigilant Organization Can we learn from the past? How should