Professional Documents
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Minggu 2 - 3 Slide Per Halaman
Minggu 2 - 3 Slide Per Halaman
2
Developing Marketing
Strategies and Plans
Chapter Questions
2-2
2-3
Quality
Price
Convenience
Customer-perceived value =
Perceived benefits
----------------------Perceived sacrifice
Monroe, K.B. (1991), Pricing Making Profitable Decisions, McGraw-Hill, New York, NY.
Quality
Customer-perceived value = ------------- creates Convenience
Price
Value
Equity
Customer
Equity
Brand
Equity
Retention
Equity
Value
The
firm
Procure
Price
Sell
Advertise/
promote
Distribute
Service
Customer
segmentation
Market
Value
Selection/ positioning
focus
Strategic Marketing
Service/
development
Pricing
Sourcing Distributing
Sales force
Servicing Servicing
Tactical Marketing
Sales
promotion
Advertising
2-16
Support
Activities
Technology development
Procurement
Inbound
logistics
Operations
Outbound
logistics
Marketing
and values
Service
Primary Activities
Characteristics of
Core Competencies
2-19
2-22
2-23
Questions to Address in
Holistic Marketing
What value opportunities are available?
2-24
2-25
2-26
2-27
Strategic
Target marketing
decisions
Value proposition
Analysis of
marketing
opportunities
Tactical
2-28
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Corporate Headquarters
Planning Activities
2-29
2-30
2-31
Table 2.2
Major Competitive Spheres
Industry
Products
Competence
Market segment
Vertical channels
Geographic
2-32
Product
Market
Missouri-Pacific
Railroad
We run a railroad
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
2-33
Customer Groups
Customer Needs
Technology
2-34
Characteristics of SBUs
2-35
2-36
2-37
Intensive Growth:
Three Intensive Growth Strategies: Ansoffs
Product-Market Expansion Grid
Integrative Growth:
Increasing businesss sales and profits through
backward, forward, or horizontal integration within
its industry
Diversification Growth:
New Products for New Markets
Current
Products
New
Products
Current
Markets
1. Market-penetration 3. Product-development
strategy
strategy
New
Markets
2. Market-development
strategy
(Diversification
Strategy)
2-40
2-41
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
2-42
2-43
2-44
Figure 2.4
Opportunity and Threat Matrices
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2-46
Differentiation
Focus
2-47
2-48
Strategy
Staff
Structure
Style
Systems
Shared values
2-49
2-50
2-51
For Review
2-52