Developing Marketing Strategies and Plans Zou Deqiang, Ph. D School of Management, Fudan University March 5. 2008
1 Developing Marketing Strategies and Plans Zou Deqiang, Ph.D. School of Management, Fudan University March 5, 2008
Something to Mention Online resource: ftp: //ftp5 nofeehost com >Username: coopetition, password: 781106 What's the function of the textbook? > Not a toolbox, hardly definite solution Only consensus, non-controversial opinions Our Teaching Assistant Mr Howard ho Exchange student from Hong Kong chinese Univ >email:hayishei@gmail.com O Copy rights reserved, Zou Deqiang
2 2 © Copy rights reserved, Zou Deqiang Something to Mention • Online resource: ftp://ftp5.nofeehost.com ¾Username: coopetition, password: 781106 • What’s the function of the textbook? ¾Not a toolbox, hardly definite solution ¾Only consensus, non-controversial opinions • Our Teaching Assistant ¾ Mr. Howard Ho ¾Exchange student from Hong Kong Chinese Univ. ¾Email: hayishei@gmail.com
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? O Copy rights reserved, Zou Deqiang
3 3 © Copy rights reserved, Zou Deqiang 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?
Marketing Strategy Consumer Marketing Behavior Strategy Quantitative Model O Copy rights reserved, Zou Deqiang
4 4 © Copy rights reserved, Zou Deqiang Marketing & Strategy Quantitative Model Consumer Behavior Marketing Strategy
Why Strategy and Plan? Many marketing students fail to show their strategic perspectives with marketing background To make things worse, textbooks often discuss the general use of a marketing plan, but dont explain exactly how to develop an effective plan-yet thats what student marketers really need Wood, Marian Burk(2005), The Marketing Plan Handbook, 2nd ed. Prentice hall Stapleton, John and Michael Thomas(1998), How to Prepare a Marketing Plan, 4th ed, Gower O Copy rights reserved, Zou Deqiang
5 5 © Copy rights reserved, Zou Deqiang Why Strategy and Plan? • Many marketing students fail to show their strategic perspectives with marketing background • To make things worse, textbooks often discuss the general use of a marketing plan, but don’t explain exactly how to develop an effective plan— yet that’s what student marketers really need ¾ Wood, Marian Burk (2005), The Marketing Plan Handbook, 2nd ed., Prentice Hall. ¾ Stapleton, John and Michael Thomas (1998), How to Prepare a Marketing Plan, 4th ed., Gower