1. DEVELOPING
MARKETING
STRATEGIES
AND PLANS
(Chapter 2)
LEO CALIXTO C. ABAYON
February 7, 2014

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

3. Marketing is satisfying
Customers’ needs, wants and
demands.
1.

4. The task of any business
is to deliver customer value
at a profit.
2.

5. 3a.
•
1.
2.
3.
•
Holistic Marketing
Integrating Value
Exploration,
Creation, and
Delivery Activities
with the purpose of building longterm, mutually satisfying relationships and
co-prosperity among key stakeholders

6. A marketing plan is the
central instrument for
directing and coordinating the
marketing effort.
3b.

7. Strategic marketing plan
lays out the following:
3b1.
1. target markets and
2. the value proposition that
will be offered,
based on analysis of the
best opportunities.
Target marketing decisions
Value proposition
Analysis of marketing
opportunities

8. 3b2.
Tactical marketing plan
specifies the marketing
tactics.
Product features
Pricing
Promotion
Sales channels
Merchandising
Services

9. 4.
Marketing Plan Contents
1. Executive summary
2.
3.
4.
5.
6.
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls

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.

11. DEVELOPING
MARKETING
STRATEGIES
AND PLANS
(Chapter 2)
LEO CALIXTO C. ABAYON
February 7, 2014