DEVELOPING MARKETING

STRATEGIES AND PLANS

By: Carl Mariel M. Burdeos

MARKETING AND CUSTOMER VALUE
-the key ingredients
of marketing
management process
suggested by Kotler
and Keller are:

 Insightfulness

 Creative Strategies

 Plans guiding the

marketing strategies.
 NOTE:
Over the period of
time developing the
right marketing
strategies requires a
mixture of
“Discipline” and
“Flexibility”
 MARKETING CUSTOMER VALUE

The Value Delivery Process

The Value Chain
Core Competencies
A Holistic Marketing
Orientation and Customer
Value
The Central Role of
Strategic Planning
 The Value Delivery Process
- It is a three
phases to the
value creation
and delivery
sequence are
as follows:
 The Value Chain
-a tool for identifying ways to
create more customer value.
-every firm is a synthesis of
activities performed to
design, produce, market,
deliver, and support its
product.
• The Value Chain identifies
nine – five primary and 4
support – activities that
create value and cost in a
business.
The 5 Primary Activities

(1) procurement,
(2) technology development,
(3) human resource management,
and
(4) firm infrastructure. (Infrastructure covers the costs of general
management, planning finance, accounting, legal, and government
affairs.)