Levels of a Marketing Plan Strategic Tactical Target marketing Product features decisions Promotion >Value proposition > Merchandising Analysis of marketing Pricing opportunities Sales channels Service O Copy rights reserved, Zou Deqiang
16 16 © Copy rights reserved, Zou Deqiang Levels of a Marketing Plan • Strategic ¾Target marketing decisions ¾Value proposition ¾Analysis of marketing opportunities • Tactical ¾Product features ¾Promotion ¾ Merchandising ¾Pricing ¾Sales channels ¾Service
Strategic Planning The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities Evolutionary or adaptive rationality O Copy rights reserved, Zou Deqiang
17 17 © Copy rights reserved, Zou Deqiang Strategic Planning • The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. • Evolutionary or adaptive rationality
Objectives of Strategic Marketing Define the Corporate Vision and Mission Explore Industrial Opportunities and Positioning Acquire and Allocate Resources Evaluate Core Competence Identify Competitive Advantages Develop Marketing Strategies Formulate Strategic Marketing Plan O Copy rights reserved, Zou Deqiang
18 18 © Copy rights reserved, Zou Deqiang Objectives of Strategic Marketing • Define the Corporate Vision and Mission • Explore Industrial Opportunities and Positioning • Acquire and Allocate Resources • Evaluate Core Competence • Identify Competitive Advantages • Develop Marketing Strategies • Formulate Strategic Marketing Plan