marketing management - syahmardiyacob's weblog · marketing management 12th edition 2...
TRANSCRIPT
2-2
Chapter Questions
How does marketing affectcustomer value?
How is strategic planning carriedout at different levels of theorganization?
What does a marketing planinclude?
2-3
Improving Value Delivery theJapanese Way
0 customer feedback time
0 product improvement time
0 purchasing time
0 setup time
0 defects
2-4
3 V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network
2-6
Core Business Processes
Marketsensing
Fulfillmentmanagement
Customeracquisition
New offeringrealization
Customerrelationshipmanagement
2-7
Characteristics of Core Competencies
A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate
2-8
Challenges Facing CMO’s
Doing more with less
Driving new business development
Becoming a full business partner
2-9
Levels of a Marketing Plan
Strategic
Target marketingdecisions
Value proposition
Analysis ofmarketingopportunities
Tactical
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
2-10
Corporate Headquarters’ PlanningActivities
Define the corporate mission
Establish SBUs
Assign resources to each SBU
Assess growth opportunities
2-11
Good Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
2-12
Major Competitive Spheres
Industry
Products
Competence
Market segment
Vertical channels
Geographical
2-13
Rubbermaid Commercial Products, Inc.
“Our vision is to be the Global Market Share
Leader in each of the markets we serve. Wewill earn this leadership position byproviding to our distributor and end-usercustomers innovative, high-quality, cost-effective and environmentally responsibleproducts. We will add value to these productsby providing legendary customer servicethrough our uncompromising Commitmentto Customer Satisfaction.”
2-14
Motorola
“The purpose of Motorola is to honorably
serve the needs of the community by providingproducts and services of superior quality at afair price to our customers; to do this so as toearn an adequate profit which is required forthe total enterprise to grow; and by doing so,provide the opportunity for our employees andshareholders to achieve their personalobjectives.”
2-15
eBay
“We help people trade anything on earth.We will continue to enhance the onlinetrading experiences of all – collectors,dealers, small businesses, unique itemseekers, bargain hunters, opportunitysellers, and browsers.”
2-17
Characteristics of SBUs
It is a single business or collection ofrelated businesses
It has its own set of competitors
It has a leader responsible for:
Strategic planning
Profitability
Efficiency
2-19
Market Opportunity Analysis(MOA) Can the benefits involved in the
opportunity be articulatedconvincingly to a defined targetmarket?
Can the target market be located andreached with cost-effective media andtrade channels?
Does the company possess or haveaccess to the critical capabilities andresources needed to deliver thecustomer benefits?
2-20
Market Opportunity Analysis(MOA)_2
Can the company deliver the benefitsbetter than any actual or potentialcompetitors?
Will the financial rate of return meet orexceed the company’s requiredthreshold for investment?
2-21
Goal Formulation and MBO
Requirements for using MBO
Unit’s objectives must be hierarchical
Objectives should be quantitative
Goals should be realistic
Objectives must be consistent
2-23
Categories of MarketingAlliances
Product or Service Alliances
Promotional Alliances
Logistics Alliances
Pricing collaborations
2-24
Marketing Plan Contents
Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls