Ch2 developing marketing strategies and plans silubrico.pdf final
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The document outlines key concepts for developing marketing strategies and plans. It discusses Porter's generic strategies of overall cost leadership, differentiation, and focus. It also examines the dimensions that define a business, including customer groups, customer needs, and technology. The concepts are explained through examples relating to retailers, auto repair services, coffee shops, and Dell computers. The overall aim is to help readers identify effective generic strategies and master the dimensions that define a business in order to execute an effective marketing strategy and plan.
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Ch2 developing marketing strategies and plans silubrico
This document outlines key concepts from Chapter 2 of Philip Kotler's Marketing Management 13th Edition regarding developing marketing strategies and plans. It discusses 10 concepts including defining business dimensions, Porter's generic strategies, the 3 V's approach to marketing, major competitive spheres, levels of marketing plans, marketing alliances, holistic marketing frameworks, strategic planning importance, business unit strategic planning processes, and marketing plans. Examples are provided for several concepts.
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What devices can be used to access the survey?
Desktop
Laptop
iPad
Smart phone
‹#›
There are 3 options to access the survey
1. Find the survey link in your student inbox
Sender :
Subject:
Click link in email
2. Access via
https://surveys.rmit.edu.au/Blue/
Student login is required
‹#›
3. Access via myRMIT
under ‘Launch Application’
click on ‘Student Survey’
Any questions?
Email to [email protected]
‹#›
Any incentives to complete the CES?
All completed surveys will be placed in a raffle to win an iPad.
‹#›
Objectives of this Lecture
What does it take to be an exceptional manager?
Am I really managing if I don’t have a strategy?
Review of best-known classic strategy theories
How does effective execution help managers during the strategic-management process?
Introduction to Management
Functions of Management
Managing emotions at work & employees
The exceptional manager: strategy
Networking to build e-portfolios
Course Review
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The skills exceptional managers need
Technical skills
– the job-specific knowledge needed to perform well in a specialised field
Conceptual skills
– the ability to think analytically, to visualise an organization as a whole and understand how the parts work together
Human skills
– the ability to work well in cooperation with other people to get things done
‹#›
In the 1970s researcher Robert Katz identified three skills that are very important to being an exceptional manager: technical, conceptual and human skills.
Ask your students to think of a manager who had one or two of these skills, but not all three. What was the negative impact to the busin.
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- 1. TOP 10 Learning Concepts Ch 2: Developing Marketing Strategies and Plans Sue Ann P. Silubrico March 31, 2011 http://suesilubrico.blogspot.com/
- 2. Ch 2: Developing Marketing Strategies and Plans Developing Marketing Strategies Plans http://suesilubrico.blogspot.com/ 2
- 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. Concept 1: What are the Dimensions That Define a Business Customer Groups Customer Needs Technology http://suesilubrico.blogspot.com/ 4
- 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. Concept Example What are the Customer needs? http://suesilubrico.blogspot.com/ 6
- 7. Concept Example Service: Car broke down Towed Fixing Fixed http://suesilubrico.blogspot.com/ 7
- 8. Concept Example Goods: Coffee bean Grind coffee bean filtered Pour Drink http://suesilubrico.blogspot.com/ 8
- 9. Concept Example Technology: Makes your life easier… http://suesilubrico.blogspot.com/ 9
- 10. Concept 2: Porter’s Generic Strategies Overall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ 10
- 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. 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. 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. 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. Summary Execute an Effective Marketing Strategy and Plan 1. Identify effective generic strategies. 2. Master the dimension that define the business 13
- 16. TOP 10 Learning Concepts Ch 2: Developing Marketing Strategies and Plans Sue Ann P. Silubrico March 31, 2011 15 http://suesilubrico.blogspot.com/