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KOTLER 2 Developing Marketing Strategies and Plans
KOTLER 2 Developing Marketing Strategies and Plans
Developing Marketing
Strategies and Plans
Define
Define the
the value
value segment
segment
Define
Define the
the value
value proposition
proposition
Define
Define the
the value
value network
network
• Market-sensing process
• New-offering realization process
• Customer acquisition process
• Customer relationship management
process
• Fulfillment management process
• Strategic • Tactical
• Target marketing • Product features
decisions • Promotion
• Value proposition • Merchandising
• Analysis of • Pricing
marketing • Sales channels
opportunities
• Service
Focus
Focus on
on limited
limited number
number of
of goals
goals
Stress
Stress major
major policies
policies and
and values
values
Define
Define major
major competitive
competitive spheres
spheres
Take
Take aa long-term
long-term view
view
Short,
Short, memorable,
memorable, meaningful
meaningful
Industry
Geographical Products
Vertical
channels Competence
Market
segment
2-19 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Rubbermaid Commercial Products, Inc.
Customer
groups
Customer
Technology
needs
• Market penetration
• Market development
• Product development
• Diversification
Strengths
Weaknesses
Opportunities
Threats
FedEx added
Sunday deliveries
based on customer
requests and
market demand
Differentiation
Focus
Product
Product or
or Service
Service Alliances
Alliances
Promotional
Promotional Alliances
Alliances
Logistics
Logistics Alliances
Alliances
Pricing
Pricing Collaborations
Collaborations
Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls
Take a position:
1. Mission statements are critical to a
successful marketing organization.
or
2. Mission statements rarely provide
useful marketing value.