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Kotler02 Basic
Kotler02 Basic
12th edition
2
Developing Marketing
Strategies and Plans
Kotler Keller
Chapter Questions
How does marketing affect customer
value?
How is strategic planning carried out
at different levels of the organization?
What does a marketing plan include?
2-2
Improving Value Delivery the
Japanese Way
0 customer feedback time
0 product improvement time
0 purchasing time
0 setup time
0 defects
2-3
3 V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network
2-4
Benchmarks
Organizational Competitor
costs costs
and and
performance performance
measures measures
2-5
Core Business Processes
Customer
Market
relationship
sensing
management
Customer
acquisition
2-6
Characteristics of Core Competencies
2-7
Challenges Facing CMO’s
Doing more with less
Driving new business development
Becoming a full business partner
2-8
Levels of a Marketing Plan
Strategic Tactical
Target marketing Product features
decisions Promotion
Value proposition Merchandising
Analysis of marketing Pricing
opportunities Sales channels
Service
2-9
Corporate Headquarters’ Planning Activities
2-10
Good Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
2-11
Major Competitive Spheres
Industry Market segment
Products Vertical channels
Competence Geographical
2-12
Rubbermaid Commercial Products, Inc.
2-14
eBay
2-15
Dimensions That Define A Business
Customer
groups
Customer
Technology
needs
2-16
Characteristics of SBUs
It is a single business or collection of
related businesses
It has its own set of competitors
It has a leader responsible for:
Strategic planning
Profitability
Efficiency
2-17
Organizations
Culture
Policies
Structure
2-18
Market Opportunity Analysis (MOA)
Can the benefits involved in the opportunity be
articulated convincingly to a defined target
market?
Can the target market be located and reached
with cost-effective media and trade channels?
Does the company possess or have access to
the critical capabilities and resources needed
to deliver the customer benefits?
2-19
Market Opportunity Analysis
(MOA)_2
Can the company deliver the benefits
better than any actual or potential
competitors?
Will the financial rate of return meet or
exceed the company’s required threshold
for investment?
2-20
Goal Formulation and MBO
Requirements for using MBO
Unit’sobjectives must be hierarchical
Objectives should be quantitative
Goals should be realistic
Objectives must be consistent
2-21
Porter’s Generic Strategies
Overall cost leadership
Differentiation
Focus
2-22
Categories of Marketing Alliances
2-23
Marketing Plan Contents
Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls
2-24
Evaluating a Marketing Plan
2-25