• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Ch 2
 

Ch 2

on

  • 753 views

 

Statistics

Views

Total Views
753
Views on SlideShare
745
Embed Views
8

Actions

Likes
1
Downloads
11
Comments
0

2 Embeds 8

http://marcia-hatcher-marketing.blogspot.com 7
http://marcia-hatcher-marketing.blogspot.ie 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Strategies used by Target on pages 32-33 (14th ed.)
  • 1st Mover – apple I-tunes2nd Mover – Target watches Wal-Mart
  • Critical Thinking ExerciseDiscuss and then record ‘Strategic’ vs. ‘Tactical’ Plans Define and record the ‘Target Market’ for SCCCDiscuss and record three strategic and then three tactical plans for SCCC

Ch 2 Ch 2 Presentation Transcript

  • Strategic Planning in Contemporary Marketing
    Chapter 2
    Intro to Marketing
  • Strategic
    Determining the primary objectives then adopting courses of action
    Long term plans
    Top management involved
    Tactical
    Specific activities
    Shorter term – quarterly or semi annually
    Middle management
    Operational
    Daily and weekly plans
    Supervisors
    Strategic vs. Tactical Planning
  • Implementing planning activities devoted to achieving marketing objectives
    Establishes the basis for any marketing strategy
    Marketing Planning
  • Begins at the corporate level with the Mission Statement
    Mission is the reason for being in business
    Determine Organizational Objectives
    Example: 12% increase in sales by 2014
    Assessing Organizational Resources & Evaluate Risks and Opportunities
    SWOT Analysis
    Strategic Window
    Steps in the Marketing Process
  • The idea that the first company to offer a product in a marketplace will be the long-term market winner.
    Second Mover Strategy
    They observe first movers, and improve on them
    1st Mover Strategy
  • Target Market
    The group of people toward whom the firm decides to direct its marketing efforts, goods, and services
    How does a company satisfy their target market?
    Elements of a Marketing Strategy
  • Marketing Mix Variables
    Product Strategy
    The good, service or idea
    The package design, brand name, warranties
    First mover Strategy
    Distribution Strategy
    Modes of transportation, selection of marketing channel
    Technology has opened new channels of distribution
  • Marketing Mix Variables
    Promotional Strategy
    Messages through salespeople, ads, or other promotions
    Must match the target market
    Pricing Strategy
    Setting profitable and justifiable prices
    Subject to public scrutiny