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marketinggg

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presentation with ratih, nesya, resty.. …

presentation with ratih, nesya, resty..
NR^
matakuliah pa rizan


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Transcript

  • 1. DEVELOPING MARKETING STRATEGIES AND PLANS
    • Marketing and Consumer Value
  • Sell the product
    Make the product
    Design
    product
    Advertise/
    promote
    Procure
    Make
    Price
    Sell
    Distribute
    Service
    The Value Delivery Process
    (a) Traditional physical process sequence
    The traditional viewof marketing is that the firm makes something and then sells it.
  • 2. Choose the Value
    Cust. Segmentation / Market selection or focus / Value potsitioning
    Provide the Value
    Product dev. / service dev. / pricing / sourcing&making / distributing&servicing
    Communicate the Value
    Sales force / sales promotion / advertising
    Strategic marketing
    Tactical marketing
    (b) Value creation & delivery sequence
    The value delivery process begins before there is a product and continues while it is being developed and after it becomes available.
  • 3. Improving Value Delivery the Japanese Way
    Zero
    customer
    feedback
    time
    Zero
    Purchasing
    time
    Zero
    defects
    Zero
    Product
    Improvement
    time
    Zero
    Setup
    time
  • 4. Firm Infrastructure
    Human Resource Management
    Technology Development
    Procurement
    The Generic Value ChainAs a tool for identifiying ways to create more customer value
    A
    C
    T
    I
    V
    I
    T
    I
    E
    S
    S
    U
    P
    P
    O
    R
    T
    Margin
    Outbound
    Logistics
    Marketing
    and
    Sales
    Operations
    Service
    Inbound
    Logistics
    Primary Activities
  • 5. Core Competencies
    It is a source of competitive advantage in that it makes significant contribution to perceived customers benefits.
    It has applications in awide variety of markets.
    It is difficult for competitors to imitate.
  • 6. Holistic Marketing Framework
    Customer
    focus
    Collaborative network
    Core competiencies
    Cognitive
    space
    Resource
    space
    Competency
    space
    Value
    Exploration
    Value
    Creation
    Customer benefits
    Bussiness partner
    Business domain
    Internal resource management
    Customer relationhip management
    Business partner management
    Value
    Delivery
  • 7. Strategic-Planning, Implementation, and Control Process
    Implementation
    Control
    Measuring
    results
    Diagnosing
    results
    Taking
    corrective
    action
    Corporate
    planning
    Division
    planning
    Business
    planning
    Product
    planning
    Organizing
    Implementing
    Planning
  • 8. Desired
    sales
    Diversificationgrowth
    Strategic-
    planning
    gap
    Integrative growth
    Sales
    Intensive growth
    Current
    portfolio
    10
    5
    0
    Time (years)
    The Strategic-Planning Gap
  • 9. Existing
    products
    New
    products
    1. Market
    penetration
    3. Product
    development
    Existing
    markets
    2. Market
    development
    New
    markets
    Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
    4. Diversification
  • 10. CORE COMPETENCIES
    Distinctive capabilities tend to refer to areas of special tehnical and production expertise.
    CORE
    COMPETENC
    I
    ES
    C
    HA
    RACTERI
    S
    T
    I
    C
    OF
    COMPETITIVE ADVANTAGE
    Distinctive capabilities tend to describe excellence in broader bussiness process.
    Illustration
    DISTINCTIVE CAPABILITIES
    Netflix rent as many DVDs as you want and watch movies instantly on your PC for one low price
    Netflix has distinctive capabilities that promise to keep the company on top even as competitors like Blockbuster and Walware company masquerading as DVD rental service