ACTIVITY

MARCH 08, 2021

A. QUESTIONS:
1. Marketing Debate: What Good is a Mission Statement?
Take a position:
a. Mission statements are critical to a successful marketing
organization.
b. Mission statements rarely provide useful marketing value.
Mission statements are critical to a successful marketing organization, why?
Because, mission statements somehow becomes the markings or symbols that helps the
employees be driven with motivations to achieve goals as one and to be able to guide
the organization towards successes. It plays a vital role to the marketing org. for it
guides and serves as a map and path that clarifies the goal of the team and that is to
succeed. One of the many reasons also is that it significantly gives enhancement to the
success rate in business because it establishes and motivates the employees to have
sense of determination and would be able to focus more on the concentration for all the
efforts. The mission statements will also be a great reminder of why the organization is
aiming for a specific goal and that is to boost the will power of the team to continue the
started action and to level up/improve until they reach the mission of the organization
2. What implications do Porter’s value chain and the holistic marketing
orientation model have for marketing planning?
Michael Porter’s value chain is a tool for identifying ways to create more
customer value. This value chain identifies nine strategically relevant activities that
create value and cost in a business. There are five primary activities and four support
activities in this value chain. The five primary activities are: inbound logistics,
operations, outbound logistics, marketing and sales, and service. The four support
activities are: procurement, technology development, human resource management,
and infrastructure. Before the marketing function begins its planning, it first must
examine the costs and performance of the firm in each of these value-creating activities
and look for ways to improve or reduce costs/products as needed. Marketing must also
force the firm to benchmark itself to the competition in all of these areas. The structure
of the marketing plan must take into account each of the five primary activities and
each of the four support activities. A marketing plan must incorporate both a
“downstream” and “upstream” review in the process to deliver superior customer value.
This means that the planning process must include areas for improvement in the five
primary areas and the four support areas as part of its strategy and product
development. Essentially, the marketing plan becomes an “improvement” document for
the firm in each of these nine strategic activities delineating areas for change or
modification for the firm.
 3. Discuss how marketing affects customer value.
Marketing helps the consumer to select any value from which the customer
benefits and longing to purchase a certain item. Marketing makes it easy to deal with
customers, it promotes products and services and even has techniques to persuade or
encourage for the customer to purchase the product that the marketer is marketing.
Mostly, they appreciate the product or services when there is promotion. For instance, if
you are going to have giveaway, the more customers will buy on it and they will not
trying to look for other alternative since, they will get giveaway when they products or
services you are promoting. Therefore marketing has huge effects in terms to the
customer value.

4. How can strategic planning carried out at different levels of the

organization?
Strategic planning has to be carried out by both middle management and top
level management- it is so because middle management is in touch with entry level
marketing executives which makes the middle management understand the pulse of the
customers. Middle management and top level management understand both strategic
and management principle. Hence strategic management has to be carried out by both
middle management and top level management. How many people has to be there
from middle management depends upon how big the organization. All the middle
management who make strategic decisions has to be included in the decision making
process. It is so because they are one touch with the marketing executives two touch
with the customers, who interact with front line executives. Problems of frontline
executives with customers are also sorted by the middle management
5. Explain the different components of a marketing plan. What do you
think
is the importance of doing a marketing plan?
The different components of a marketing plan are: Market focus, product focus,
concrete, measurable specifics, responsibility and accountability, reviews and revisions.
Market focus means that you have to understand your customers and even
knowing your competitors. Second, Product focus, it is an approach to business that
gives some techniques or tactics, operations or metrics in terms of the product. On the
other hand, it enables you to focus on a specific target market and feature set, instead
of trying to be everything to everyone. Third, Concrete measurable specifics, It is like
goal setting, you have to identify what to do, in order to attain that goal. Next is
Responsibility and accountability, it means that it can’t just be easily be disclosed to
others but, it can be shared with its team members to reach a certain goal as a group.
And lastly, Reviews and Revisions, it is by reviewing your marketing activity as you go
means you can measure your numbers against your targets, and get a clear view of
what you need to do to meet them.
The importance of doing a marketing plan is that it helps to promote the
products and services in your business that meets the needs of your target market. It
even provides strategies to make it easier and faster for the business .

B. Choose a company and develop its value chain analysis. Present it in a

video presentation. Maintain your groupings. Send your outputs in our GC for
your classmates to view and you will have sharing of ideas. Send also you
outputs in LENS.

Link of the video presentation of Group 3 (Adidas Company- Chain Value Analysis) Just
copy the link and paste to view the video presentation

https://drive.google.com/file/d/1a2era1_MefB1F6Dg2XpP64PwFqqaN9li/view?
usp=sharing

Group Members:
Alvarez, Precious Gem
Bunggay, Apryl Joy
Enor, Rosemarie
Gonzales, Kristen Joy
Sison, Haydee
Pinera, Rhea Jamaica