This document outlines the key elements of developing marketing strategies and plans, including defining customer values, the importance of strategic planning, and how to create a holistic marketing plan. It notes that marketing satisfies customer needs and a business's task is to deliver customer value at a profit. An effective marketing plan includes a situation analysis, marketing strategy, financial projections, and implementation controls.

1. DEVELOPING
MARKETING
STRATEGIES
AND PLANS
(Chapter 2)
LEO CALIXTO C. ABAYON
February 5, 2014
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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
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3. 1. Marketing is satisfying
Customers’ needs, wants and
demands.
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4. 2. The task of any business
is to deliver customer value
at a profit.
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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.
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6. 3b. A marketing plan is the
central instrument for
directing and coordinating the
marketing effort.
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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
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8. 3b2. Tactical marketing plan
specifies the marketing
tactics.
Product features Promotion Merchandising Pricing Sales channels Services
Tactical:
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9. 4. Marketing Plan Contents






Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation
controls
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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.
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www.

11. DEVELOPING
MARKETING
STRATEGIES
AND PLANS
(Chapter 2)
LEO CALIXTO C. ABAYON
February 5, 2014
yourwebsite.com
www.