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;. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Describe two marketing planning frameworks: Porter’s generic business strategies and synergy analysis. Explain what makes an effective marketing plan. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: Explain how marketing managers allocate their limited resources. LO1 LO5 Describe the alternatives for organizing a marketing department and the role of a product manager. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: Use a Gantt chart to schedule a series of tasks. LO4 LO6 Explain how marketing ROI, metrics, and dashboards relate to evaluating marketing programs. REACHING TODAY’S ON-THE-GO CONSUMER BY BREAKING THE RULES AT “BIG G” Cereal Industry Facts of Life Decline in RTE Cereals 1 of 4 Brands Succeeds High New-Product Risk REACHING TODAY’S ON-THE-GO CONSUMER BY BREAKING THE RULES AT “BIG G” Conflicting Consumer Intentions/Actions . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Describe two marketing planning frameworks: Porter’s generic business strategies and synergy analysis. Explain what makes an effective marketing plan. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: Explain how marketing managers allocate their limited resources. LO1 LO5 Describe the alternatives for organizing a marketing department and the role of a product manager. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: Use a Gantt chart to schedule a series of tasks. LO4 LO6 Explain how marketing ROI, metrics, and dashboards relate to evaluating marketing programs. REACHING TODAY’S ON-THE-GO CONSUMER BY BREAKING THE RULES AT “BIG G” Cereal Industry Facts of Life Decline in RTE Cereals 1 of 4 Brands Succeeds High New-Product Risk REACHING TODAY’S ON-THE-GO CONSUMER BY BREAKING THE RULES AT “BIG G” Conflicting Consumer Intentions/Actions Creative Initiatives Outside Cereals Single Portions Eat-on-the-Go Products Healthier Eating Cooking Convenience REACHING TODAY’S ON-THE-GO CONSUMER BY BREAKING THE RULES AT “BIG G” Magic Brownie Strategy: Clear and Focused Execution: Flawless Operations Kaizen MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES FINDING AND USING WHAT REALLY WORKS Culture: Performance-Oriented Structure: Fast, Flexible, and Flat LO1 MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES USING SALES RESPONSE FUNCTIONS Sales Response Function A Numerical Example of Resource Allocation LO1 Maximizing Incremental Revenue Minus Incremental Cost Year 1 Year 4 FIGURE 22-1 A sales response function shows the impact on sales at various levels of marketing effort on annual sales revenue MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES USING SALES RESPONSE FUNCTIONS LO1 Allocating Marketing Resources in Practice Revenues Share Points—Need Estimates of: Market Share Cannibalization Gross .
