Chapter 2 (Developing marketing strategies and Planning)
The task of any business is to deliver customer value at a profit. How to deliver it is by:
1. Value delivery process
Smart competitor must design and deliver offerinsgs for well-defined target markets.
So now business process places marketing at the beginning of planning.
We can divide the value creation into 3 phases:
- Choosing the value: using STP
- Providing the value: determine specific product features, prices and distribution - Communicating the value: utilizing the sales force, internet, advertising and any
other communication tools to announce and promote the product.
2. Value Chain
Value chain is tool for identifying wayts to create more customer value. The primary activities are:
- Inbound logistic (ambil raw materials buat bisnisnya) - Operations (convert materials jadi final products) - Outbond logistics (shipping products)
- Marketing - Service
The company’s success are achived if they conduct core business processes:
- Market-sensing process
- New offering realization process - Customer acquisition process
- Customer relationship management pocess - The fullfillment management process 3. Core competencies
Characteristics:
- Source of competitive advantage.
- It has application in a wide variety of markets.
- It is difficult for competitors to imitate
Competitive advantage comes from how well the core competencies are and have distinctive capabilities. 3 distinctive capabilities: market sensing, customer linking, channel bonding.
4. A Holistic marketing Orientation and Customer Value
Holistic marketing -> integrating the value exploration (identifies new value
oportunities), value creation (creates more promising new value offerings), and value delivery activities (use its capabilities deliver new value offerings more efficiently).
