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Chapter 2 Developing Marketing Strategies and Plans
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Chapter 2 Developing Marketing Strategies and Plans

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  • 1. DEVELOPING MARKETING STRATEGIES AND PLANS (Chapter 2) LEO CALIXTO C. ABAYON February 5, 2014 yourwebsite.com www.
  • 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 yourwebsite.com www.
  • 3. 1. Marketing is satisfying Customers’ needs, wants and demands. yourwebsite.com www.
  • 4. 2. The task of any business is to deliver customer value at a profit. yourwebsite.com www.
  • 5. 3a. Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders. yourwebsite.com www.
  • 6. 3b. A marketing plan is the central instrument for directing and coordinating the marketing effort. yourwebsite.com www.
  • 7. 3b1. Strategic marketing plan lays out the target markets and the value proposition that will be offered, based on analysis with the best opportunities. Target marketing decisions Strategic: Value proposition Analysis of marketing opportunities yourwebsite.com www.
  • 8. 3b2. Tactical marketing plan specifies the marketing tactics. Product features Promotion Merchandising Pricing Sales channels Services Tactical: yourwebsite.com www.
  • 9. 4. Marketing Plan Contents       Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls yourwebsite.com www.
  • 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. yourwebsite.com www.
  • 11. DEVELOPING MARKETING STRATEGIES AND PLANS (Chapter 2) LEO CALIXTO C. ABAYON February 5, 2014 yourwebsite.com www.