Beruflich Dokumente
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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?
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3 Vs Approach to Marketing
Define the value segment (needs and wants)
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Competitive Advantage
Competitive advantage: the firm has a marketing mix that the target market sees as better than a competitor's mix A better marketing mix offers target customers better customer value Note: customers who are not in the target market may not see the marketing mix as offering better value Requires that the firm: understand current competitors' offerings anticipate competitors' likely plans monitor effects of changes in competition really understand the target customers' needs
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Examples of Company Resources That May Result in Competitive Advantage Financial strength (Intel) Producing flexibility (DaimlerChrysler) Patents (IBM) Channel relationships (Kraft) Loyal customer base (Starbucks) Technical capability (3M)
Can we learn from the past? How should the present be evaluated? What do we envision for the future?
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Tactical
Product features Promotion Merchandising Pricing Sales channels Service
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UNSEGMENTED MARKET STRATEGY WITH A SINGLE MARKETING MIX COMMUNITY WRITING COMPANY
MARKETING MIX LEAD PENCIL 79 CENTS TELEVISION EXTENSIVE DISTRIBUTION VIEW OF MARKET ALL POTENTIAL USERS OF A WRITING INSTRUMENT
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VIEW OF MARKET
SEGMENT A (STUDENTS)
SEGMENT B (PROFESSORS)
SEGMENT C (EXECUTIVES)
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SEGMENT A (PROFESSORS) FELT-TIP PEN $1.00 CAMPUS NEWSPARER VENDING MACHINES SEGMENT A (STUDENTS)
SEGMENT C (EXECUTIVES)
Corporate Headquarters Planning Activities Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities
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eBay
We help people trade anything on earth. We will continue to enhance the online trading experiences of allcollectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.
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Product
We run a railroad We make copying equipment We sell gasoline We make movies
Market
We are a peopleand-goods mover We improve office productivity We supply energy We entertain people
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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 and profitability
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Market Development
Marriott Hotels target families for weekend get-aways to rent rooms filled by business travelers during the week
Product Development
Microsoft develops a new version of its Windows operating system to appeal to the people who bought an earlier version but now want more features
Diversification
RJR, the cigarette producer, adds baked goods to its product line to appeal to new customers
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SWOT Analysis
Strengths Weaknesses Opportunities Threats
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Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
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Study Question 1
The ________ is a tool for identifying ways to create more customer value.
A. value chain B. customer survey C. brand loyalty index D. promotion channel E. supplier database
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Study Question 2
A good way to describe the ________ would be to discuss all the activities involved in building deeper understanding, relationships, and offerings to individual customers. A. customer acquisition process B. customer relationship management process C. customer prospecting process D. customer fulfillment management process E. customer equity process
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Study Question 3
Core competencies tend to refer to areas of special technical and production expertise, whereas ________ tend to describe excellence in broader business processes. A. B. C. D. E. process benchmarks distinctive capabilities core business values value statements mission statements
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Study Question 4
The ________ is the central instrument for directing and coordinating the marketing effort. A. B. C. D. E. strategic plan marketing plan tactical plan customer-value statement corporate mission
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Study Question 5
The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
A. B. C. D. E.
organizational plan strategic marketing plan corporate tactical plan corporate mission customer-value statement
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