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V47 Ch2 Dev Marketing Strategies Lesley Yu Visual Edition

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V47 Ch2 Dev Marketing Strategies Lesley Yu Visual Edition

  1. 1. Developing Marketing Strategies and Plans Visual Edition Top 10 Concepts Lesley Ann P. Yu Ateneo Graduate School of Business
  2. 2. Outline: Developing Marketing Strategies and Plans 1) The Value Delivery Process (what?) 2) Value Chain as a Tool (how?) 3) Importance of Core Competencies (why?) 4) Holistic Marketing Approach (how?) 5) The Use of a Marketing Plan (what?)
  3. 3. Outline: Developing Marketing Strategies and Plans 6) Strategic Planning in the Company (how?) 7) A Company’s Organization (what?) 8) Innovation in Marketing (what?) 9) Business Unit Strategic-Planning (how?) 10) The Product Planning Stage (what?)
  4. 4. Developing Marketing Strategies and Plans Developing Strategies Flan = Plans Marketing
  5. 5. Concept 1: The Value Delivery Process is used to create Customer Value Value Delivery Process Developing Marketing Strategies & Plans CPC
  6. 6. Concept 2: Value Chain as a tool is used to identify more ways to create value. Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC
  7. 7. Concept 3: Core Competencies results in core products that enable value creation in the end products. Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC
  8. 8. Concept 4: The Holistic Marketing Approach integrates Value Exploration, Creation and Delivery together Capture Customer Value Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC
  9. 9. Concept 5: The Use of a Marketing Plan is to coordinate and direct the the marketing efforts. Capture Customer Value Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC Use to coordinate & direct
  10. 10. Concept 6: Strategic Planning is essential to help set the company goals and strategies. Capture Customer Value Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC Sets goals & Strategies Use to coordinate & direct
  11. 11. Concept 7: A Company’s Organization consists of structure, policies and culture Capture Customer Value Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC Structure, Policies & Culture Sets goals & Strategies Use to coordinate & direct
  12. 12. Concept 8: Innovation in Marketing helps find new ideas on strategy making Capture Customer Value Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC Structure, Policies & Culture Innovation Sets goals & Strategies Use to coordinate & direct
  13. 13. Concept 9: Strategic Planning for each business units entails defining, analyzing, formulating, implementing and feedback Business Unit Capture Customer Value Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC Innovation Structure, Policies & Culture Sets goals & Strategies Use to coordinate & direct
  14. 14. Concept 10: Product Planning to requires a marketing plan for each product level to achieve its goals Capture Customer Value Core Competencies Developing Marketing Strategies & Plans Value Delivery Process Create More Value CPC Line, Channels, Brand Business Unit Innovation Structure, Policies & Culture Sets goals & Strategies Use to coordinate & direct
  15. 15. Summary: Successful Strategy and Plan Making 1) Creates Customer Value 2) Identifying Tool 3) Core Competencies as Competitive Advantage 4) Expand, Loyalty, Lifetime Value 5) Reach Marketing Objectives
  16. 16. Summary: Successful Strategy and Plan Making 6) Respond to Changing Needs 7) Adapt to the Changing Environment 8) Find new ideas for strategy making 9) Sets Goals for the Unit 10) Sets Goals for each Product levels
  17. 17. Developing Marketing Strategies and Plans Visual Edition Top 10 Concepts Lesley Ann P. Yu Ateneo Graduate School of Business

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