Developing Marketing
Strategies and Plans
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-2
Chapter Questions
• How does marketing affect customer
value?
• How is strategic planning carried out at
different levels of the organization?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-3
Three V’s Approach to Marketing
Define the value segment
Define the value segment
Define the value proposition
Define the value proposition
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-4
Core Business Processes
• Market-sensing process
• New-offering realization process
• Customer acquisition process
• Customer relationship management
process
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-5
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-6
Levels of a Marketing Plan
• Strategic
• Target marketing
decisions
• Value proposition
• Analysis of
marketing
opportunities
• Tactical
• Product features
• Promotion
• Merchandising
• Pricing
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-7
Figure 2.2 The Strategic Planning,
Implementation,
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-8
Major Competitive Spheres
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-9
Table 2.3
Product Orientation vs. Market Orientation
Company
Product
Market
Missouri-Pacific
Railroad
We run a railroad
We are a people-
and-goods mover
Xerox
We make copying
equipment
We improve office
productivity
Standard Oil
We sell gasoline
We supply energy
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-10
Dimensions That Define a Business
Customer
groups
Technology
Customer
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-11
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-12
Figure 2.4
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-13
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-14
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-15
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-16
Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-17
Categories of Marketing Alliances
Product or Service Alliances
Product or Service Alliances
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 2-18
Marketing Plan Contents
Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
