Lecture 2 Click to add text

MBA 2k21

Dr Nauman Wajid
Today’s Agenda
 Developing Marketing Strategies & Plan (Chap 2 Kotler & Keller)

 Intro to Marketing Planning (Chap1in Harvard Ebook)

 Team Profile (For final project & class exercises)

3 Phases of Value delivery process
 Choosing the value – STP process

 Providing the value – Features, Pricing & Distribution

 Communicating the value – Use of communication tools

Value Chain to create more customer value
Marketing Strategy Formation Process
5 Major Roles in Buying Situation
Marketing Plan
 Chapter 1 – Introduction to Marketing Planning

 Key content: Stages in Marketing Plan, Benefits of Marketing

Planning
Marketing Plan – Key Benefits
 Allows the marketer to thoroughly examine their internal and external
situations.
 To consider the needs and wants of their stakeholders, especially their
target customers.
 Identifies the resources that will be needed to perform the planned
marketing activities.
Marketing Planning Process
 4 key steps
Value Chain Class Exercise