chapter

two
developing
marketing strategies
and a marketing plan

McGraw-Hill/Irwin

Copyright © 2013 by The McGraw-Hill ...
Developing Marketing Strategies
and a Marketing Plan
LEARNING OBJECTIVES

LO1
LO2
LO3
LO4

Define a marketing strategy.
De...
Sustainable Competitive Advantage

2-3
The Marketing Plan

2-4
Planning
Getty Images/Digital Vision

Comstock Images/Almay

Ryan McVay/Getty Images

Three Phases of a Strategic Plan

Im...
Step One: Defining the
Mission and/or Vision

MADD mission statement:
MADD strives to stop drunk driving, support
the vict...
Step Two: Conduct a
Situation Analysis Using SWOT

2-7
Step Three: Identifying and Evaluating
Opportunities Using STP

Segmentation

Targeting
Positioning
Courtesy The Hertz Cor...
Step Four: Implement Marketing Mix
and Allocate Resources

Courtesy Bel Brands USA

2-9
Product and Value Creation
• Successful products
and services are those
that customers
perceive as valuable
enough to buy....
Price and Value Capture
• Price must allow for
customers to perceive
good value for the
product they receive.

2-11
Place and Value Delivery
• The product must be
readily accessible
• Why is this retailer
growing?

Courtesy Sephora USA, I...
Promotion and Value Communication




©Lars A Niki



Television
Radio
Magazines
Sales force
New Media

McGraw-Hill C...
Step Five: Evaluate Performance
Using Marketing Metrics

P&G Website
2-14
Growth Strategies
Market Penetration
• Existing marketing
mix
• Existing customers
• In what way is a sale a
Market penetr...
Growth Strategies
Market Development Strategy
What can a company do to
continue to grow in a
difficult retail
environment?...
Growth Strategies
Product Development

Used with permission by MTV 2010 MTV Networks All Rights Reserved
MTV, all related ...
Growth Strategies
Diversification

Photo by Joe Scarnici/WireImage/Getty Images

2-18
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Chapter 002

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Chapter 002

  1. 1. chapter two developing marketing strategies and a marketing plan McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Developing Marketing Strategies and a Marketing Plan LEARNING OBJECTIVES LO1 LO2 LO3 LO4 Define a marketing strategy. Describe the elements of a marketing plan. Analyze a marketing situation using SWOT analyses. Describe how a firm chooses which consumer group(s) to pursue with its marketing efforts. LO5 Outline the implementation of the marketing mix as a means to increase customer value. LO6 Summarize portfolio analysis and its use to evaluate marketing performance. LO7 Describe how firms grow their business. 2-2
  3. 3. Sustainable Competitive Advantage 2-3
  4. 4. The Marketing Plan 2-4
  5. 5. Planning Getty Images/Digital Vision Comstock Images/Almay Ryan McVay/Getty Images Three Phases of a Strategic Plan Implementing Controlling 2-5
  6. 6. Step One: Defining the Mission and/or Vision MADD mission statement: MADD strives to stop drunk driving, support the victims of this violent crime and prevent underage drinking. 2-6
  7. 7. Step Two: Conduct a Situation Analysis Using SWOT 2-7
  8. 8. Step Three: Identifying and Evaluating Opportunities Using STP Segmentation Targeting Positioning Courtesy The Hertz Corporation 2-8
  9. 9. Step Four: Implement Marketing Mix and Allocate Resources Courtesy Bel Brands USA 2-9
  10. 10. Product and Value Creation • Successful products and services are those that customers perceive as valuable enough to buy. Courtesy Amazoncom 2-10
  11. 11. Price and Value Capture • Price must allow for customers to perceive good value for the product they receive. 2-11
  12. 12. Place and Value Delivery • The product must be readily accessible • Why is this retailer growing? Courtesy Sephora USA, Inc 2-12
  13. 13. Promotion and Value Communication     ©Lars A Niki  Television Radio Magazines Sales force New Media McGraw-Hill Companies, Inc/Gary He, photographer The McGraw-Hill Companies, Inc/Jill Braaten, photographer The McGraw-Hill Companies, Inc/John Flournoy, photographer 2-13
  14. 14. Step Five: Evaluate Performance Using Marketing Metrics P&G Website 2-14
  15. 15. Growth Strategies Market Penetration • Existing marketing mix • Existing customers • In what way is a sale a Market penetration strategy? Ryan McVay/Getty Images 2-15
  16. 16. Growth Strategies Market Development Strategy What can a company do to continue to grow in a difficult retail environment? Frederic J Brown/AFP/Getty Images 2-16
  17. 17. Growth Strategies Product Development Used with permission by MTV 2010 MTV Networks All Rights Reserved MTV, all related titles, characters and logos are trademarks owned by MTV Networks, a division of Viacom International Inc. 2-17
  18. 18. Growth Strategies Diversification Photo by Joe Scarnici/WireImage/Getty Images 2-18

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