Ch 2

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  • 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

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

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