Professional Documents
Culture Documents
Chapter 02 - Marketing Planning
Chapter 02 - Marketing Planning
Principles of Marketing
2-2
Chapter Outline
2-3
Companywide Strategic Planning:
Defining Marketing’s Role
Strategic Planning
2-4
Companywide Strategic Planning:
Defining Marketing’s Role
2-5
Companywide Strategic Planning:
Defining Marketing’s Role
• Business objectives
• Marketing objectives
2-6
Companywide Strategic Planning:
Defining Marketing’s Role
2-7
Companywide Strategic Planning:
Defining Marketing’s Role
2-8
Companywide Strategic Planning:
Defining Marketing’s Role
2-9
Companywide Strategic Planning:
Defining Marketing’s Role
2-10
Companywide Strategic Planning:
Defining Marketing’s Role
2-11
Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
2-12
Companywide Strategic Planning:
Defining Marketing’s Role
2-13
Companywide Strategic Planning:
Defining Marketing’s Role
2-14
Companywide Strategic Planning:
Defining Marketing’s Role
2-16
Companywide Strategic Planning:
Defining Marketing’s Role
Developing Strategies for Growth and Downsizing
2-17
Companywide Strategic Planning:
Defining Marketing’s Role
2-18
Companywide Strategic Planning
Defining Marketing’s Role
2-19
Companywide Strategic Planning
Defining Marketing’s Role
2-20
Planning Marketing: Partnering
to Build Customer Relationships
2-22
Planning Marketing: Partnering
to Build Customer Relationships
Partnering with Others in the Marketing System
Value delivery network is made up of the
company, suppliers, distributors, and
ultimately customers who partner with
each other to improve performance of the
entire system
2-23
Marketing Strategy and the
Marketing Mix
Marketing Strategy
2-24
Marketing Strategy and the
Marketing Mix
2-25
Marketing Strategy and the
Marketing Mix
2-26
Marketing Strategy and the
Marketing Mix
2-27
Marketing Strategy and the
Marketing Mix
2-28
Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The four Ps
• Product
• Price
• Place
• Promotion
2-29
Marketing Strategy and the
Marketing Mix
2-30
Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The four Ps
2-31
Marketing Strategy and the
Marketing Mix
2-32
Managing the Marketing Effort
2-33
Managing the Marketing Effort
Marketing Analysis
2-35
Managing the Marketing Effort
Marketing Analysis
2-36
Managing the Marketing Effort
Market Planning
2-37
Managing the Marketing Effort
Market Planning
Sections of a marketing plan include:
• Executive summary
• Current marketing situation
• Threats and opportunities
• Objective and issues
• Action programs
• Budgets
• Controls
2-38
Managing the Marketing Effort
Marketing Implementation
• Functional
• Geographic
• Product
• Market or customer management
2-40
Managing the Marketing Effort
Marketing Department Organization
2-41
Managing the Marketing Effort
Marketing Department Organization
2-42
Managing the Marketing Effort
2-44
Managing the Marketing Effort
Marketing Control
2-45
Managing the Marketing Effort
Marketing Control
2-46
Managing the Marketing Effort
Marketing Control
2-47
Measuring and Managing Return
on Marketing Investment
Customer-Centered Measures
• Customer acquisition
• Customer retention
• Customer lifetime value
2-49
PowerPoint created by:
Ronald Heimler
Dowling College, MBA
Georgetown University, BS Business
Administration
Adjunct Professor, LIM College, NY
Adjunct Professor, Long Island University,
NY
Lecturer, California Polytechnic State
University, Pomona, CA
President, Walter Heimler, Inc.