Professional Documents
Culture Documents
WEEK 3 - Constructing - Marketing - Plans
WEEK 3 - Constructing - Marketing - Plans
WEEK 3 - Constructing - Marketing - Plans
2
Developing
Marketing
Strategies and
Plans
Chapter Questions
2-2
2-3
2-4
Market-sensing process
New-offering realization process
Customer acquisition process
Customer relationship management process
Fulfillment management process
2-5
Characteristics of
Core Competencies
2-6
2-7
2-8
Questions to Address in
Holistic Marketing
What value opportunities are available?
How can we create new value offerings
efficiently?
How can we delivery the new offerings
efficiently?
2-9
2-10
2-11
2-12
Strategic
Target marketing
decisions
Value proposition
Analysis of
marketing
opportunities
Tactical
2-13
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Corporate Headquarters
Planning Activities
2-14
2-15
2-16
Table 2.2
Major Competitive Spheres
Industry
Products
Competence
Market segment
Vertical channels
Geographic
2-17
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
2-18
Customer Needs
Technology
2-19
Characteristics of SBUs
2-20
2-21
2-22
2-23
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
2-24
2-25
2-26
2-27
Differentiation
Focus
2-28
2-29
Strategy
Staff
Structure
Style
Systems
Shared values
2-30
2-31
2-32
For Review
2-33