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Ch2 developing marketing strategies and plans silubrico.pdf final

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Top 2 concepts for Chapter 2

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Ch2 developing marketing strategies and plans silubrico.pdf final

  1. 1. TOP 10 Learning ConceptsCh 2: Developing Marketing Strategies and Plans Sue Ann P. Silubrico March 31, 2011 http://suesilubrico.blogspot.com/
  2. 2. Ch 2: Developing Marketing Strategies and PlansDeveloping MarketingStrategies Plans http://suesilubrico.blogspot.com/ 2
  3. 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. 4. Concept 1: What are the Dimensions ThatDefine a Business Customer Groups Customer Needs Technology http://suesilubrico.blogspot.com/ 4
  5. 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. 6. Concept Example What are the Customer needs? http://suesilubrico.blogspot.com/ 6
  7. 7. Concept Example Service:  Car broke down Towed Fixing Fixed http://suesilubrico.blogspot.com/ 7
  8. 8. Concept Example Goods: Coffee bean Grind coffee bean filtered Pour Drink http://suesilubrico.blogspot.com/ 8
  9. 9. Concept Example Technology: Makes your life easier… http://suesilubrico.blogspot.com/ 9
  10. 10. Concept 2: Porter’s Generic StrategiesOverall cost Leadership Differentiation Focus http://suesilubrico.blogspot.com/ 10
  11. 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. 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. 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. 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. 15. Summary Execute an Effective Marketing Strategy and Plan  1. Identify effective generic strategies.  2. Master the dimension that define the business 13
  16. 16. TOP 10 Learning ConceptsCh 2: Developing Marketing Strategies and Plans Sue Ann P. Silubrico March 31, 2011 15 http://suesilubrico.blogspot.com/

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