e视人苦 Topic 2 Developing marketing strategies and plans 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 1 Developing Marketing Strategies and Plans Topic 2
e视人苦 LEARNING OBJECTIVES After completing this topic, you should know how marketing affects customer value how strategic planning is carried out at different levels of the organization what a marketing plan includes 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 2 LEARNING OBJECTIVES • After completing this topic, you should know: – how marketing affects customer value – how strategic planning is carried out at different levels of the organization – what a marketing plan includes
e视人苦 Marketing Customer Value Marketing involves satisfying consumers needs and wants The task of any business is to deliver customer value at a profit 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 3 Marketing & Customer Value • Marketing involves satisfying consumers’ needs and wants. • The task of any business is to deliver customer value at a profit
e视人苦 Value delivery Systems (a)Traditional Physical Process Sequence Make the product Sell the product Design Advertise/ produc Procure Ice Sell promote/ Distribute/Service (b)Value Creation and Delivery Sequence Choose the value Provide the value Communicate the value Customer Market 1e) Product)Service Sourcing)Distributing segmentation selection/ Sales force focus promotion ment Making/Servicing Strategic Marketing Tactical Marketing 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 4 Value Delivery Systems
e视人苦 The Value delivery Process The traditional view of marketing is that the firm makes something and then sells it Will not work in economies where people face abundant choice New belief: marketing begins with the planning process. 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 5 The Value Delivery Process • The traditional view of marketing is that the firm makes something and then sells it – Will not work in economies where people face abundant choice. – New belief: marketing begins with the planning process