ch2 developing marketing strategies and plans silubrico.pdf final
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Top 2 concepts for Chapter 2TRANSCRIPT
TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
Sue Ann P. Silubrico
March 31, 2011
http://suesilubrico.blogspot.com/
Ch 2: Developing Marketing
Strategies and Plans
2
Developing Marketing
Strategies Plans
http://suesilubrico.blogspot.com/
TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
What are the Dimensions that define a Business?
What are Porter’s Generic Strategies?
Outline:
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Concept 1: What are the Dimensions That
Define a Business
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Customer Groups
CustomerNeeds Technology
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Who are the Customer group?
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We are the group, retailerSeeks to attract and satisfyCustomers
Concept Example
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What are the Customer needs?
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Concept Example
Service:
Car broke down
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TowedFixing
Fixed
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Concept Example
Goods:
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Coffee bean filteredGrind coffee bean Pour
Drink
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Concept Example
Technology:
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Concept Example
Makes your life easier…
Concept 2: Porter’s Generic Strategies
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Overall cost Leadership
Differentiation
Focus
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What is Overall Cost Leadership?
The company seeks to gain greater market share
Increase their sales
To have lower prices than the competition
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Concept Example
What is Differentiation?
Product or service that offers unique attributes.
Valued by customers
Competitive advantage is based on superior products or service.
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Concept Example
What is Focus?
Concentrates on meeting specialized needs of its customers
Focus on specific customers or markets
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Concept Example
Focus:
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Dell Computer’s strategy is highly
focused around the efficient sale and
manufacture of computers and
computer peripheral devices
Concept Example
Execute an Effective Marketing
Strategy and Plan
1. Identify effective generic strategies.
2. Master the dimension that define the business
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Summary
TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
Sue Ann P. Silubrico
March 31, 2011
http://suesilubrico.blogspot.com/15