Soumettre la recherche
Mettre en ligne
Chapter 2 mktg
•
Télécharger en tant que PPT, PDF
•
54 j'aime
•
24,875 vues
Rayjenn Danielle Ferriols
Suivre
Business
Signaler
Partager
Signaler
Partager
1 sur 33
Télécharger maintenant
Recommandé
Principles of marketing_chapter_2
Principles of marketing_chapter_2
Anis Arafat
principles of marketing Chapter #1
principles of marketing Chapter #1
Absar Shabbir
Chapter #4
Chapter #4
Rayjenn Danielle Ferriols
Chapter #5
Chapter #5
Rayjenn Danielle Ferriols
Principles of Marketing Chapter #2
Principles of Marketing Chapter #2
Jan Muhammad
Chapter-2 Marketing: Company and Marketing Strategy Partnering to Build Custo...
Chapter-2 Marketing: Company and Marketing Strategy Partnering to Build Custo...
Yousif Solangi
Principles of Marketing Chapter #5
Principles of Marketing Chapter #5
Jan Muhammad
Marketing Chapter no 8
Marketing Chapter no 8
Haroon Ahmed
Recommandé
Principles of marketing_chapter_2
Principles of marketing_chapter_2
Anis Arafat
principles of marketing Chapter #1
principles of marketing Chapter #1
Absar Shabbir
Chapter #4
Chapter #4
Rayjenn Danielle Ferriols
Chapter #5
Chapter #5
Rayjenn Danielle Ferriols
Principles of Marketing Chapter #2
Principles of Marketing Chapter #2
Jan Muhammad
Chapter-2 Marketing: Company and Marketing Strategy Partnering to Build Custo...
Chapter-2 Marketing: Company and Marketing Strategy Partnering to Build Custo...
Yousif Solangi
Principles of Marketing Chapter #5
Principles of Marketing Chapter #5
Jan Muhammad
Marketing Chapter no 8
Marketing Chapter no 8
Haroon Ahmed
Chapter #6
Chapter #6
Rayjenn Danielle Ferriols
Chapter 3 marketing
Chapter 3 marketing
Rayjenn Danielle Ferriols
Principles of Marketing _ Chapter 2
Principles of Marketing _ Chapter 2
Haroon Ahmed
Marketing Chapter no 7
Marketing Chapter no 7
Haroon Ahmed
Chapter #7
Chapter #7
Rayjenn Danielle Ferriols
Kotler pom13e student_01
Kotler pom13e student_01
Rayjenn Danielle Ferriols
Principles of Marketing Chapter #3
Principles of Marketing Chapter #3
Jan Muhammad
Principles of Marketing - Chapter 2
Principles of Marketing - Chapter 2
Perkha Khan
Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 9
Perkha Khan
Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15
Perkha Khan
marketing philip kotler chp#2
marketing philip kotler chp#2
Haider Javaid
Marketing Chapter no 9
Marketing Chapter no 9
Haroon Ahmed
Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 13
Perkha Khan
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
Perkha Khan
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4
Perkha Khan
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14
Perkha Khan
Principles of Marketing - Chapter 8
Principles of Marketing - Chapter 8
Perkha Khan
Principles of Marketing - Chapter 10
Principles of Marketing - Chapter 10
Perkha Khan
Chapter #14
Chapter #14
Rayjenn Danielle Ferriols
Dasrat goswami (2)
Dasrat goswami (2)
Dasrat goswami
Chapter 1
Chapter 1
Zeeshan Alam (MBA Finance)
Enfermedades en el cultivo de cacao
Enfermedades en el cultivo de cacao
Instituto Nacional de Tierras
Contenu connexe
Tendances
Chapter #6
Chapter #6
Rayjenn Danielle Ferriols
Chapter 3 marketing
Chapter 3 marketing
Rayjenn Danielle Ferriols
Principles of Marketing _ Chapter 2
Principles of Marketing _ Chapter 2
Haroon Ahmed
Marketing Chapter no 7
Marketing Chapter no 7
Haroon Ahmed
Chapter #7
Chapter #7
Rayjenn Danielle Ferriols
Kotler pom13e student_01
Kotler pom13e student_01
Rayjenn Danielle Ferriols
Principles of Marketing Chapter #3
Principles of Marketing Chapter #3
Jan Muhammad
Principles of Marketing - Chapter 2
Principles of Marketing - Chapter 2
Perkha Khan
Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 9
Perkha Khan
Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15
Perkha Khan
marketing philip kotler chp#2
marketing philip kotler chp#2
Haider Javaid
Marketing Chapter no 9
Marketing Chapter no 9
Haroon Ahmed
Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 13
Perkha Khan
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
Perkha Khan
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4
Perkha Khan
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14
Perkha Khan
Principles of Marketing - Chapter 8
Principles of Marketing - Chapter 8
Perkha Khan
Principles of Marketing - Chapter 10
Principles of Marketing - Chapter 10
Perkha Khan
Chapter #14
Chapter #14
Rayjenn Danielle Ferriols
Dasrat goswami (2)
Dasrat goswami (2)
Dasrat goswami
Tendances
(20)
Chapter #6
Chapter #6
Chapter 3 marketing
Chapter 3 marketing
Principles of Marketing _ Chapter 2
Principles of Marketing _ Chapter 2
Marketing Chapter no 7
Marketing Chapter no 7
Chapter #7
Chapter #7
Kotler pom13e student_01
Kotler pom13e student_01
Principles of Marketing Chapter #3
Principles of Marketing Chapter #3
Principles of Marketing - Chapter 2
Principles of Marketing - Chapter 2
Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15
marketing philip kotler chp#2
marketing philip kotler chp#2
Marketing Chapter no 9
Marketing Chapter no 9
Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 8
Principles of Marketing - Chapter 8
Principles of Marketing - Chapter 10
Principles of Marketing - Chapter 10
Chapter #14
Chapter #14
Dasrat goswami (2)
Dasrat goswami (2)
En vedette
Chapter 1
Chapter 1
Zeeshan Alam (MBA Finance)
Enfermedades en el cultivo de cacao
Enfermedades en el cultivo de cacao
Instituto Nacional de Tierras
Chapter 1 pom philip kotler
Chapter 1 pom philip kotler
Biztek
consumer behavior(4210)
consumer behavior(4210)
welcometofacebook
Consumer markets and consumer buyer behavior
Consumer markets and consumer buyer behavior
Hisham Salah, MBA, PMD
Chapter #12 17 slides
Chapter #12 17 slides
Rayjenn Danielle Ferriols
Chapter #16
Chapter #16
Rayjenn Danielle Ferriols
Chapter #11
Chapter #11
Rayjenn Danielle Ferriols
Chapter #5 marketing
Chapter #5 marketing
Kolej Professional Mara Indera Mahkota
Chapter5
Chapter5
Tatiana Ramos
principle of marketing chap 1
principle of marketing chap 1
Deden As-Syafei
Marketing ppt
Marketing ppt
gajjellishivaprasad
Henry fayols priciple of management- image ppt
Henry fayols priciple of management- image ppt
Najeeb Ahmed
Philip Kotler Chapter 1
Philip Kotler Chapter 1
Nataraj Pangal
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Mehmet Cihangir
Chapter #10
Chapter #10
Rayjenn Danielle Ferriols
Principles Of Marketing 1
Principles Of Marketing 1
ali.jibran
Chapter #13
Chapter #13
Rayjenn Danielle Ferriols
Kotler chapter 15
Kotler chapter 15
9209407
Chapter #9
Chapter #9
Rayjenn Danielle Ferriols
En vedette
(20)
Chapter 1
Chapter 1
Enfermedades en el cultivo de cacao
Enfermedades en el cultivo de cacao
Chapter 1 pom philip kotler
Chapter 1 pom philip kotler
consumer behavior(4210)
consumer behavior(4210)
Consumer markets and consumer buyer behavior
Consumer markets and consumer buyer behavior
Chapter #12 17 slides
Chapter #12 17 slides
Chapter #16
Chapter #16
Chapter #11
Chapter #11
Chapter #5 marketing
Chapter #5 marketing
Chapter5
Chapter5
principle of marketing chap 1
principle of marketing chap 1
Marketing ppt
Marketing ppt
Henry fayols priciple of management- image ppt
Henry fayols priciple of management- image ppt
Philip Kotler Chapter 1
Philip Kotler Chapter 1
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Chapter #10
Chapter #10
Principles Of Marketing 1
Principles Of Marketing 1
Chapter #13
Chapter #13
Kotler chapter 15
Kotler chapter 15
Chapter #9
Chapter #9
Similaire à Chapter 2 mktg
Kotler pom13e student_02
Kotler pom13e student_02
MohdAlifHafifi
Bgme@ch@2
Bgme@ch@2
zeetu270
Marketing Strategy and Managing Marketing
Marketing Strategy and Managing Marketing
DrMoizAkhtar
Kotler_POM13e_Instructor_02.ppt
Kotler_POM13e_Instructor_02.ppt
HussamAli50
chapter 2 Not Pft.pptx
chapter 2 Not Pft.pptx
AribaShahzad
chapter 2.pptx
chapter 2.pptx
ToobaKhalid13
Chapter #2
Chapter #2
zaib zafar
15180398.ppt
15180398.ppt
Sardar Arifuzzaman
Dasrat goswami (1)
Dasrat goswami (1)
Dasrat goswami
Principlesof marketing 02 [compatibility mode]
Principlesof marketing 02 [compatibility mode]
Fraz Ali
02
02
Prime University
Chapter 2 company and marketing strategy
Chapter 2 company and marketing strategy
TrinhTrn39
Marketing ch 2.pdf
Marketing ch 2.pdf
bassmalaadel784
Chapter 2
Chapter 2
Awais Ahmed
Chapter-2-Company-and-Marketing-Strategy-Partnering-to-Build-Customer-Relatio...
Chapter-2-Company-and-Marketing-Strategy-Partnering-to-Build-Customer-Relatio...
jimmyk12
Mrkt Chpt 2
Mrkt Chpt 2
Beyer_Cuesta
principles of marketing Chapter#02
principles of marketing Chapter#02
Absar Shabbir
Company and Marketing Strategy: Partnering to Build Customer Relationships
Company and Marketing Strategy: Partnering to Build Customer Relationships
arshilajaan
Company and Marketing Strategy: Partnering to Build Customer Relationships
Company and Marketing Strategy: Partnering to Build Customer Relationships
arshilajaan
strategic planning | Customer Relationships | Partnering to Build
strategic planning | Customer Relationships | Partnering to Build
Gaditek
Similaire à Chapter 2 mktg
(20)
Kotler pom13e student_02
Kotler pom13e student_02
Bgme@ch@2
Bgme@ch@2
Marketing Strategy and Managing Marketing
Marketing Strategy and Managing Marketing
Kotler_POM13e_Instructor_02.ppt
Kotler_POM13e_Instructor_02.ppt
chapter 2 Not Pft.pptx
chapter 2 Not Pft.pptx
chapter 2.pptx
chapter 2.pptx
Chapter #2
Chapter #2
15180398.ppt
15180398.ppt
Dasrat goswami (1)
Dasrat goswami (1)
Principlesof marketing 02 [compatibility mode]
Principlesof marketing 02 [compatibility mode]
02
02
Chapter 2 company and marketing strategy
Chapter 2 company and marketing strategy
Marketing ch 2.pdf
Marketing ch 2.pdf
Chapter 2
Chapter 2
Chapter-2-Company-and-Marketing-Strategy-Partnering-to-Build-Customer-Relatio...
Chapter-2-Company-and-Marketing-Strategy-Partnering-to-Build-Customer-Relatio...
Mrkt Chpt 2
Mrkt Chpt 2
principles of marketing Chapter#02
principles of marketing Chapter#02
Company and Marketing Strategy: Partnering to Build Customer Relationships
Company and Marketing Strategy: Partnering to Build Customer Relationships
Company and Marketing Strategy: Partnering to Build Customer Relationships
Company and Marketing Strategy: Partnering to Build Customer Relationships
strategic planning | Customer Relationships | Partnering to Build
strategic planning | Customer Relationships | Partnering to Build
Dernier
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
anilsa9823
Pharma Works Profile of Karan Communications
Pharma Works Profile of Karan Communications
karancommunications
Forklift Operations: Safety through Cartoons
Forklift Operations: Safety through Cartoons
Forklift Trucks in Minnesota
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
Any kyc Account
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
Suhani Kapoor
9599632723 Top Call Girls in Delhi at your Door Step Available 24x7 Delhi
9599632723 Top Call Girls in Delhi at your Door Step Available 24x7 Delhi
Call Girls in Delhi
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Apsara Of India
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
Ravindra Nath Shukla
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
Ravindra Nath Shukla
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
Andy Lambert
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
lizamodels9
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
NZSG
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
ritikaroy0888
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023
Neil Kimberley
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Dave Litwiller
M.C Lodges -- Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
Aaiza Hassan
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...
Roland Driesen
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
Seo
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdf
Paul Menig
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
discovermytutordmt
Dernier
(20)
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
Pharma Works Profile of Karan Communications
Pharma Works Profile of Karan Communications
Forklift Operations: Safety through Cartoons
Forklift Operations: Safety through Cartoons
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
9599632723 Top Call Girls in Delhi at your Door Step Available 24x7 Delhi
9599632723 Top Call Girls in Delhi at your Door Step Available 24x7 Delhi
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
Regression analysis: Simple Linear Regression Multiple Linear Regression
Regression analysis: Simple Linear Regression Multiple Linear Regression
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
Call Girls In Panjim North Goa 9971646499 Genuine Service
Call Girls In Panjim North Goa 9971646499 Genuine Service
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
M.C Lodges -- Guest House in Jhang.
M.C Lodges -- Guest House in Jhang.
Boost the utilization of your HCL environment by reevaluating use cases and f...
Boost the utilization of your HCL environment by reevaluating use cases and f...
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdf
Call Girls in Gomti Nagar - 7388211116 - With room Service
Call Girls in Gomti Nagar - 7388211116 - With room Service
Chapter 2 mktg
1.
Chapter 2- slide
1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships
2.
Chapter 2- slide
2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Company and Marketing Strategy • Companywide Strategic Planning: Defining Marketing’s Role • Designing the Business Portfolio • Planning Marketing: Partnering to Build Customer Relationships • Marketing Strategy and the Marketing Mix • Managing the Marketing Effort Topic Outline
3.
Chapter 2- slide
3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities Strategic Planning
4.
Chapter 2- slide
4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning • The mission statement is the organization’s purpose, what it wants to accomplish in the larger environment • Market-oriented mission statement defines the business in terms of satisfying basic customer needs Defining a Market-Oriented Mission
5.
Chapter 2- slide
5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Setting Company Objectives and Goals
6.
Chapter 2- slide
6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning The business portfolio is the collection of businesses and products that make up the company Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company Designing the Business Portfolio
7.
Chapter 2- slide
7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businesses • Company division • Product line within a division • Single product or brand Analyzing the Current Business Portfolio
8.
Chapter 2- slide
8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Analyzing the Current Business Portfolio
9.
Chapter 2- slide
9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning • Difficulty in defining SBUs and measuring market share and growth • Time consuming • Expensive • Focus on current businesses, not future planning Problems with Matrix Approaches
10.
Chapter 2- slide
10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Product/market expansion grid is a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification Developing Strategies for Growth and Downsizing
11.
Chapter 2- slide
11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Developing Strategies for Growth and Downsizing Product/Market Expansion Grid Strategies
12.
Chapter 2- slide
12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Market penetration is a growth strategy increasing sales to current market segments without changing the product Market development is a growth strategy that identifies and develops new market segments for current products Developing Strategies for Growth and Downsizing
13.
Chapter 2- slide
13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Product development is a growth strategy that offers new or modified products to existing market segments Diversification is a growth strategy for starting up or acquiring businesses outside the company’s current products and markets Developing Strategies for Growth and Downsizing
14.
Chapter 2- slide
14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Companywide Strategic Planning Downsizing is the reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the company’s overall strategy Developing Strategies for Growth and Downsizing
15.
Chapter 2- slide
15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Planning Marketing Value chain is a series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products Partnering to Build Customer Relationships
16.
Chapter 2- slide
16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Planning Marketing 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 Partnering to Build Customer Relationships
17.
Chapter 2- slide
17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Marketing Strategy and the Marketing Mix Market segmentation is the division of a market into distinct groups of buyers who have distinct 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 Customer-Driven Marketing Strategy
18.
Chapter 2- slide
18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 Customer-Centered Marketing Strategy
19.
Chapter 2- slide
19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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 Customer-Centered Marketing Strategy
20.
Chapter 2- slide
20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 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
21.
Chapter 2- slide
21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Marketing Planning – involves a strategies that will help the company attain its overall objectives. Marketing strategy- consist of specific strategies for target markets, positioning, the marketing mix and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return.
22.
Chapter 2- slide
22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing the Marketing Effort Marketing Planning—Parts of a Marketing Plan
23.
Chapter 2- slide
23 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall PARTS OF MARKETING PLAN EXECUTIVE SUMMARY - presents a brief summary of the main goals and recommendations of the plan for management review Current marketing situations- described the target market and company’s position in it, which includes, a market review, product review, a competition review and distribution.
24.
Chapter 2- slide
24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall PARTS OF MARKETING PLAN Threats and opportunities analysis – assesses major threats and opportunities that the product might face, helping the management to anticipate important positive or negative developments that might have an impact on the firm and its strategies.
25.
Chapter 2- slide
25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall PARTS OF MARKETING PLAN Objectives and Issues – states the marketing objectives that the company would like to attain during the pan’s term and discusses key issues that will affect their attainment. Marketing strategy – outlines the broad marketing logic by which business unit hopes to create customer value and relationships
26.
Chapter 2- slide
26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall PARTS OF MARKETING PLAN Action program – spells out how marketing strategies will be turned into specific actions that will answer the ff. questions: What will be done? When will be done? Who will do it? How much will it cost?
27.
Chapter 2- slide
27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall PARTS OF MARKETING PLAN Budgets – it shows expected revenues (forecasted number of units sold and the average net price) and expected cost of production, distribution and marketing. The difference is the projected profit. Controls – it includes measures of return on marketing investment.
28.
Chapter 2- slide
28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall SWOT ANALYSIS
29.
Chapter 2- slide
29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing the Marketing Effort Marketing Implementation - is the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives • Successful implementation depends on how well the company blends its people, organizational structure, decision and reward system, and company culture into a cohesive action plan that supports its strategies
30.
Chapter 2- slide
30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing the Marketing Effort Marketing Department Organization
31.
Chapter 2- slide
31 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing the Marketing Effort • Is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action as needed to ensure that objectives are achieved. Marketing Control
32.
Chapter 2- slide
32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Operating control – involves checking performance against the annual plan. The purpose is to ensure that the company achieves the sales, profit and other goals set out in its annual plan • Strategic control – involves looking at whether the company’s basic strategies are well matched to its opportunities.
33.
Chapter 2- slide
33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Measuring and Managing Return on Marketing Investment Return on marketing investment (marketing ROI) is the net return from a marketing investment divided by the costs of the marketing investment. Marketing ROI provides a measurement of the profits generated by investments in marketing activities. Return on Marketing Investment (Marketing ROI)
Télécharger maintenant