Chapter 2 Developing Marketing Strategies and Plans presentation2
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The document discusses developing marketing strategies and plans. It defines customer values and explains why strategizing and planning are important. A marketing plan includes a strategic component that identifies target markets and value propositions based on opportunities. It also includes a tactical component specifying tactics like product features, pricing, promotion, sales channels, and merchandising. The marketing plan contents section outlines elements like an executive summary, situation analysis, marketing strategy, and financial projections.
Chapter 2 Developing Marketing Strategies and Plans presentation2
- 1. DEVELOPING MARKETING STRATEGIES AND PLANS (Chapter 2) LEO CALIXTO C. ABAYON February 7, 2014
- 2. Marketing Strategies and Plans 1. What are customer values? 2. Why strategize and plan? 3. How? a. Holistic marketing b. Marketing plan 1. Strategic 2. Tactical 4. Marketing plan contents 5. Summary
- 3. Marketing is satisfying Customers needs, wants and demands. 1.
- 4. The task of any business is to deliver customer value at a profit. 2.
- 5. 3a. 1. 2. 3. Holistic Marketing Integrating Value Exploration, Creation, and Delivery Activities with the purpose of building longterm, mutually satisfying relationships and co-prosperity among key stakeholders
- 6. A marketing plan is the central instrument for directing and coordinating the marketing effort. 3b.
- 7. Strategic marketing plan lays out the following: 3b1. 1. target markets and 2. the value proposition that will be offered, based on analysis of the best opportunities. Target marketing decisions Value proposition Analysis of marketing opportunities
- 8. 3b2. Tactical marketing plan specifies the marketing tactics. Product features Pricing Promotion Sales channels Merchandising Services
- 9. 4. Marketing Plan Contents 1. Executive summary 2. 3. 4. 5. 6. Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
- 10. 5. Summary: 1. Marketing is satisfying customers needs, wants and demands. 2. A marketing plan is the central instrument for directing and coordinating the marketing effort.
- 11. DEVELOPING MARKETING STRATEGIES AND PLANS (Chapter 2) LEO CALIXTO C. ABAYON February 7, 2014