The document discusses marketing strategies and plans. It describes the value chain as the full range of activities involved in bringing a product or service to customers. These activities include design, production, marketing and distribution. Holistic marketing integrates value exploration, creation and delivery activities to build long-term relationships with stakeholders. A marketing plan operates at a strategic and tactical level to direct the marketing effort. It defines objectives, strategies and budgets to achieve organizational goals.

1. 2
Developing Marketing
Strategies and Plans
1

2. Phases of Value Creation and
Delivery
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Choosing the value
Providing the value
Communicating the value

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What is the Value Chain?
A value chain is the full range of activities
including design, production, marketing and
distribution – that businesses conduct to
bring a product or service from conception to
delivery

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What is Holistic Marketing?
Holistic marketing sees itself as integrating
the value exploration, value creation, and
value delivery activities with the purpose of
building long-term, mutually satisfying
relationships and co-prosperity among key
stakeholders.

5. Relationship Marketing
Internal Marketing
Integrated Marketing
Social Marketing
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6. Table 2.1 Master Marketers
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7. Product/Market Expansion Grid
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What is a Marketing Plan?
A marketing plan is the
central instrument for
directing and coordinating
the marketing effort.
It operates at a strategic and tactical level.

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Levels of a Marketing Plan
 Strategic
 Target marketing
decisions
 Value proposition
 Analysis of
marketing
opportunities
 Tactical
 Product features
 Promotion
 Merchandising
 Pricing
 Sales channels
 Service

10. Corporate Headquarters’
Planning Activities
 Define the corporate mission
 Establish strategic business units (SBUs)
 Assign resources to each SBU
 Assess growth opportunities
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11. Characteristics of SBUs
 It is a single business or collection of related
businesses
 It has its own set of competitors
 It has a leader responsible for strategic
planning and profitability
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12. Good Mission Statements
 Focus on a limited number of goals
 Stress major policies and values
 Define major competitive spheres
 Take a long-term view
 Short, memorable, meaningful
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13. Google
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14. Product Orientation vs.
Market Orientation
Company Product Market
Missouri-Pacific
Railroad
We run a railroad We are a people-
and-goods mover
Xerox We make copying
equipment
We improve office
productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We entertain
people
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15. SWOT Analysis
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Strengths
Weaknesses
Opportunities
Threats

16. Goal Formulation
 Unit’s objectives must be hierarchical
 Objectives should be quantitative
 Goals should be realistic
 Objectives must be consistent
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17. Categories of Marketing Alliances
 Product or service alliance
 Promotional alliance
 Logistics alliances
 Pricing collaborations
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18. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-18
Evaluating a Marketing Plan
 Is the plan simple?
 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?

19. For Review
 How does marketing affect customer value?
 How is strategic planning carried out at
different levels of the organization?
 What does a marketing plan include?
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