营销管理,科特勒,第十二版,第二章英文.ppt

MARKETING MANAGEMENT12th edition 2 Developing Marketing Strategies and Plans 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? Improving Value Delivery the Japanese Way 0 customer feedback time 0 product improvement time 0 purchasing time 0 setup time 0 defects 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network Benchmarks Core Business Processes Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate Challenges Facing CMO’s Doing more with less Driving new business development Becoming a full business partner 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 Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Major Competitive Spheres Industry Products Competence Market segment Vertical channels Geographical Rubbermaid Commercial Products, Inc. Motorola eBay Dimensions That Define A Business Characteristics of SBUs It is a single business or collection of related businesses It has its own set of competitors It has a leader responsible for: Strategic planning Profitability Efficiency Organizations Culture Policies Structure 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)_2 Can the company deliver the benefits better t