Chapter 2 - Developing marketing strategies and plans. This chapter begins by examining some of the strategic marketing implications in creating customer value. We’ll look at several perspectives on planning and describe how to draw up a formal marketing plan. | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Developing Marketing Strategies and Plans Chapter 2 Discussion 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? The Value Delivery Approach Successful marketers must focus on delivering value to customers. This is accomplished by: Choosing the value – Here marketers do their homework to segment the market, select the appropriate target, and develop the offerings value proposition. Providing the value – Entails selecting specific product features, prices, and distribution. Communicate the value – The third phase, communicating the value, is accomplished through the use of the sales force, the Internet, advertising, and other communication methods to announce and promote the product. The Value Chain Procurement Human Resource management Technological Development Infrastructure Support Activities Primary . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Developing Marketing Strategies and Plans Chapter 2 Discussion 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? The Value Delivery Approach Successful marketers must focus on delivering value to customers. This is accomplished by: Choosing the value – Here marketers do their homework to segment the market, select the appropriate target, and develop the offerings value proposition. Providing the value – Entails selecting specific product features, prices, and distribution. Communicate the value – The third phase, communicating the value, is accomplished through the use of the sales force, the Internet, advertising, and other communication methods to announce and promote the product. The Value Chain Procurement Human Resource management Technological Development Infrastructure Support Activities Primary Activities Service Marketing Outbound Logistics Operations Inbound Logistics Margin One way that managers can identify ways to create more value is through The Value Chain, developed by Harvard’s Michael Porter. According to this model, a company is a collection of activities that are performed to design, produce, market, deliver and support its products. The Value Chain identifies nine – five primary and 4 support – activities that create value and cost in a business. Core Business Processes Customer relationship management Customer acquisition Market-sensing New-offering realization Fulfillment management A firms success depends in part on how well each department performs its role. However, firms must also coordinate departmental activities to conduct these core business processes. Market-sensing – Activities involved in gathering and acting upon information about the market. New-offering realization – Research, development, and launch of new high-quality product offerings quickly
