top2 ch2-developing-marketing-strategies-and-plans-andrada
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TOP 2 Learning Concepts
Chapter 2: Developing MarketingStrategies and Plans
Steven Michael Y. AndradaApril 1, 2011
www.stevenandrada.blogspot.com1/13
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Outline
3 V’s Approach to Marketing Levels of A Marketing Plan
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Concept 1
3 V’s Approach to Marketing
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Define the value segment
Define the value preposition
Define the value network
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Define customer and needs
3 V’s Approach to Marketing
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Define the value segment
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Identify and satisfy an unmet need that your target market possesses.
3 V’s Approach to Marketing
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Define the value preposition
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Is a system of partnerships and alliances that a firm creates to source, augment and deliver its offerings.
3 V’s Approach to Marketing
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Define the value network
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Examples
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Concept 2
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Levels of a Marketing Plan Strategic Tactical
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Strategic Level
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Target Marketing decisions
Value Preposition
Analysis of marketing opportunities
It's the content of your marketing message.
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It's the medium your message is delivered in.
Tactical Level
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Product Features
Promotion
Merchandising
Pricing
Sales channels
Service
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Examples
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• What you Say?• How you Say it?• Who you Say it To?
Strategic Marketing
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Examples
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Tactical Marketing• Placing ads• Creating brochures• Sending out mailers• Attending trade shows
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TOP 2 Learning Concepts
Chapter 2: Developing MarketingStrategies and Plans
Steven Michael Y. Andrada
April 1, 2011
www.stevenandrada.blogspot.com