TOP 10 Learning ConceptsCh 2: Developing Marketing Strategies              and Plans          Sue Ann P. Silubrico        ...
Ch 2: Developing Marketing                 Strategies and PlansDeveloping                               MarketingStrategie...
Outline:         TOP 10 Learning Concepts    Ch 2: Developing Marketing Strategies                  and Plans   What are ...
Concept 1: What are the Dimensions ThatDefine a Business                 Customer Groups      Customer       Needs        ...
Concept Example           Who are the Customer group?                                          We are the group, retailer ...
Concept Example            What are the Customer needs?                  http://suesilubrico.blogspot.com/   6
Concept Example          Service:     Car broke down               Towed                                                 ...
Concept Example          Goods:    Coffee bean   Grind coffee bean   filtered         Pour                             Dri...
Concept Example          Technology:                  Makes your life easier…                        http://suesilubrico.b...
Concept 2: Porter’s Generic StrategiesOverall cost Leadership    Differentiation        Focus         http://suesilubrico....
Concept Example          What is Overall Cost Leadership?                 The company seeks to gain greater market share ...
Concept Example        What is Differentiation?                 Product or service that offers unique attributes.        ...
Concept Example         What is Focus?             Concentrates on meeting specialized needs of its              customer...
Concept Example            Focus:      Dell Computer’s       strategy is highly     focused around the       efficient sal...
Summary          Execute an Effective Marketing          Strategy and Plan             1. Identify effective generic stra...
TOP 10 Learning ConceptsCh 2: Developing Marketing Strategies              and Plans          Sue Ann P. Silubrico        ...
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Ch2 developing marketing strategies and plans silubrico.pdf final

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Top 2 concepts for Chapter 2

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Ch2 developing marketing strategies and plans silubrico.pdf final

  1. 1. TOP 10 Learning ConceptsCh 2: Developing Marketing Strategies and Plans Sue Ann P. Silubrico March 31, 2011 http://suesilubrico.blogspot.com/
  2. 2. Ch 2: Developing Marketing Strategies and PlansDeveloping MarketingStrategies Plans http://suesilubrico.blogspot.com/ 2
  3. 3. Outline: TOP 10 Learning Concepts Ch 2: Developing Marketing Strategies and Plans What are the Dimensions that define a Business?  What are Porter’s Generic Strategies? 3 http://suesilubrico.blogspot.com/
  4. 4. Concept 1: What are the Dimensions ThatDefine a Business Customer Groups Customer Needs Technology http://suesilubrico.blogspot.com/ 4
  5. 5. Concept Example Who are the Customer group? We are the group, retailer Customers Seeks to attract and satisfy http://suesilubrico.blogspot.com/ 5
  6. 6. Concept Example What are the Customer needs? http://suesilubrico.blogspot.com/ 6
  7. 7. Concept Example Service:  Car broke down Towed Fixing Fixed http://suesilubrico.blogspot.com/ 7
  8. 8. Concept Example Goods: Coffee bean Grind coffee bean filtered Pour Drink http://suesilubrico.blogspot.com/ 8
  9. 9. Concept Example Technology: Makes your life easier… http://suesilubrico.blogspot.com/ 9
  10. 10. Concept 2: Porter’s Generic StrategiesOverall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ 10
  11. 11. Concept Example What is Overall Cost Leadership?  The company seeks to gain greater market share  Increase their sales  To have lower prices than the competition http://suesilubrico.blogspot.com/ 11
  12. 12. Concept Example What is Differentiation?  Product or service that offers unique attributes.  Valued by customers  Competitive advantage is based on superior products or service. http://suesilubrico.blogspot.com/ 12
  13. 13. Concept Example What is Focus?  Concentrates on meeting specialized needs of its customers  Focus on specific customers or markets http://suesilubrico.blogspot.com/ 13
  14. 14. Concept Example Focus: Dell Computer’s strategy is highly focused around the efficient sale and manufacture of computers and computer peripheral devices http://suesilubrico.blogspot.com/ 14
  15. 15. Summary Execute an Effective Marketing Strategy and Plan  1. Identify effective generic strategies.  2. Master the dimension that define the business 13
  16. 16. TOP 10 Learning ConceptsCh 2: Developing Marketing Strategies and Plans Sue Ann P. Silubrico March 31, 2011 15 http://suesilubrico.blogspot.com/
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