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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?
The market sensing process Gathering MIS The new offering realization process R&D n launching The customer acquisition process targeting n
prospecting
The customer relationship management process understanding n offering product The fulfillment management process from receiving
order collecting payment
Market Sensing
Customer Acquisition
Fulfillment Management
to the common man who could not previously afford air travel.
system at their call centers The company has acquired 30 Airbus A320, which are to be deployed starting in 2008 Advertisement through print, radio and billboards In flight magazine for revenue generating Tie-up with Caf Coffee Day ICICI-Travel agent purchase card Tie-ups with Reliance Web World
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3 Vs Approach to Marketing
Define the value exploration: cognitive
space, competencies space, resource space Define the value creation: customer benefits, business domain, business partners Define the value delivery: CRM, internal resource mgmt, business partner mgmt
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3. 4.
Defining the Corporate Mission Establishing Strategic Business Units (SBUs), Assigning Resources to SBUs Planning New Businesses, Downsizing Older Businesses
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The
overall mission of XYZ is to provide cutting edge Internet services to consumer and business clients, while increasing the value of our shareholders investment.
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Motorola
The purpose of Motorola is to honorably serve the needs of the community by providing products and services of superior quality at a fair price to our customers; to do this so as to earn an adequate profit which is required for the total enterprise to grow; and by doing so, provide the opportunity for our employees and shareholders to achieve their personal objectives.
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Single business or collection of businesses which can be managed separately Has own set of competitors Has manager responsible for strategic planning and profits
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Involves taking advantage of one or more of the following: 1. Intensive growth: achieve further growth through a) penetration, b) product dev. c) mkt dev. d) diversify 2. Integrative growth: build acquire business related to current business 3. Diversification growth: unrelated business 4. Harvesting or divesting old businesses : sell off
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Integrative growth
Intensive growth
Current market
New market
Diversification strategy
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Customer groups
Customer needs
Technology
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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
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Product Definition
We run a railroad
Market Definition
We are a people-and-goods mover We help improve office productivity We supply energy
Xerox
Standard Oil
We sell gasoline
Columbia Pictures
We make movies
We market entertainment
Encyclopaedia
We sell encyclopedias
We distribute Information
Carrier
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reputation Distribution, pricing, customer loyalty, product benefits Finance, R&D, manufacturing
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External
Opportunity
Discover
Strategy
Overcome Avert
Weakness
Threat
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External
Opportunity
Weakness
Threat
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Must be Hierarchical
Must be Stated Quantitatively
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Focus
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implementation involves:
Developing supporting programs Estimating implementation costs Carefully managing the details so great strategy isnt ruined by poor implementation
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Action programs
Financial projections
Controls
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Corporate Divisions
Customers or Markets
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Orientation Requires:
Commitment from top management Training programs; employee empowerment Recognitions and rewards programs Modern marketing planning system Process-outcome focus
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organization can be beneficial Successfully implementing programs requires four sets of skills: Diagnostic skills Identification of company level Implementation skills Evaluation skills
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Financial analysis
Types of Control
Responsibility of top
Types of Control
Annual plan Profitability Efficiency Strategic
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Types of Control
Responsibility of
Types of Control
Annual plan Profitability Efficiency Strategic
marketing controller Examines where the company is making and losing money
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Types of Control
Responsibility of line & staff
Types of Control
Annual plan Profitability Efficiency Strategic
and / or marketing controller Evaluates and attempts to improve spending efficiency of marketing expenditures
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Types of Control
Responsibility of top
Types of Control
Annual plan Profitability Efficiency Strategic
management and marketing auditor Examines whether company is pursuing its best opportunities
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Types of Control
Strategic controls should be conducted periodically
via:
Additional reviews to consider: Marketing excellence review Ethical and social responsibility review
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