DevelopingMarketingStrategiesandPlans幻灯片.pptVIP

Steps to Improve Marketing Intelligence Train and motivate sales force Motivate channel members to share intelligence Network externally Utilize customer advisory panel Utilize government data resources Purchase information Collect customer feedback online Needs and Trends Fad Trend Megatrend 10 Megatrends Shaping the Consumer Landscape Aging boomers Delayed retirement Changing nature of work Greater educational attainment Labor shortages Increased immigration Rising Hispanic influence Shifting birth trends Widening geographic differences Changing age structure Environmental Forces Demographic Economic Socio-Cultural Natural Technological Political-Legal Population and Demographics Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement Economic Environment Purchasing Power Income Distribution Savings Rate Debt Credit Availability Types of Industrial Structures Industrial economies Industrializing economies Raw-material exporting economies Subsistence economies Social-Cultural Environment Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections Technological Environment Pace of change Opportunities for innovation Varying RD budgets Increased regulation of change * * MARKETING MANAGEMENT12th edition 2 Developing Marketing Strategies and Plans Kotler Keller 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 Organizational costs and performanc