developing marketing strategies and plans lecture-4
TRANSCRIPT
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Developing Marketing Strategies and Plans
LECTURE-4
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How is strategic planning carried out at different levels of the organization?
What does a marketing plan include?
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
Topic Outline
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Planning Marketing
Partnering to Build Customer Relationships
Value delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system
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Marketing Strategy and the Marketing Mix
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Marketing Strategy and the Marketing Mix
Market segmentation is the division of a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing mixes
Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts
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Marketing Strategy and the Marketing Mix
Market targeting
is the process of evaluating each market segment’s attractiveness and selecting one or
more segments to enter
Market Targeting
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Marketing Strategy and the Marketing Mix
Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer
Whole marketing plan supports the positioning strategy
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Marketing Strategy and the Marketing Mix
Differentiation begins the positioning process Whole marketing plan supports the positioning
strategy
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Marketing Strategy and the Marketing Mix
Marketing mix is the set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market
Developing an Integrated Marketing Mix
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Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix
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Managing the Marketing Effort
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Managing the Marketing EffortMarketing Analysis – SWOT Analysis
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What is a Marketing Plan?
A marketing plan is the central instrument for directing and coordinating the marketing effort.
It operates at a strategic and tactical level.
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Levels of a Marketing Plan
• Strategic– Target marketing
decisions– Value proposition– Analysis of
marketing opportunities
• Tactical– Product features– Promotion– Merchandising– Pricing– Sales channels– Service
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Marketing Plan Contents
Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
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Marketing Plan Contents Details
Executive Summary Table Of Contents Situation Analysis (SWOT Analysis)
Customers Competitors Company Context
Marketing Strategy Mission Marketing & Financial Objective Product Lines Competitive positioning
Financial Projections Sales forecast Expense Forecast Break Even Analysis Forecasted Sales Value Expected Marketing Cost
Implementation Controls Outlines The Controls For
Monitoring & Adjusting Spells out The Goals & Budgets Contingency Plan
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Evaluating a Marketing Plan
Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
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Managing the Marketing Effort
Implementing Turns marketing plans into marketing actions to
accomplish strategic marketing objectives Addresses who, where, when, how
Marketing Implementation
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Managing the Marketing Effort
Functional organization
Geographic organization
Product management organization
Market or customer management
Marketing Department Organization
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Managing the Marketing Effort
Controlling Evaluating of results Taking of corrective action to achieve objectives Operating control Strategic control
Marketing Control
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Measuring and Managing Return on Marketing Investment
Return on Marketing Investment (Marketing ROI)
Return on marketing investment • is net return from a marketing investment
divided by the costs of the marketing investment.
• provides a measurement of the profits generated by investments in marketing activities.
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Bibliography
Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall
Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.
Principles and Practices of Marketing by Jobber, D. 4th edition, McGraw Hill International.
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
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The End
"Life is like a combination lock; your job is to find the right
numbers, in the right order so you can have anything you
want."