CH02Developing-Marketing-Strategies-and-Plans(市场营销

MARKETINGMANAGEMENT12thedition2DevelopingMarketingStrategiesandPlansKotlerKeller2-2ChapterQuestionsHowdoesmarketingaffectcustomervalue?Howisstrategicplanningcarriedoutatdifferentlevelsoftheorganization?Whatdoesamarketingplaninclude?2-3ImprovingValueDeliverytheJapaneseWay0customerfeedbacktime0productimprovementtime0purchasingtime0setuptime0defects2-43V’sApproachtoMarketingDefinethevaluesegmentDefinethevaluepropositionDefinethevaluenetwork2-5BenchmarksOrganizationalcostsandperformancemeasuresCompetitorcostsandperformancemeasures2-6CoreBusinessProcessesMarketsensingFulfillmentmanagementCustomeracquisitionNewofferingrealizationCustomerrelationshipmanagement2-7CharacteristicsofCoreCompetenciesAsourceofcompetitiveadvantageApplicationsinawidevarietyofmarketsDifficulttoimitate2-8ChallengesFacingCMO’sDoingmorewithlessDrivingnewbusinessdevelopmentBecomingafullbusinesspartner2-9LevelsofaMarketingPlanStrategicTargetmarketingdecisionsValuepropositionAnalysisofmarketingopportunitiesTacticalProductfeaturesPromotionMerchandisingPricingSaleschannelsService2-10CorporateHeadquarters’PlanningActivitiesDefinethecorporatemissionEstablishSBUsAssignresourcestoeachSBUAssessgrowthopportunities2-11GoodMissionStatementsFocusonlimitednumberofgoalsStressmajorpoliciesandvaluesDefinemajorcompetitivespheres2-12MajorCompetitiveSpheresIndustryProductsCompetenceMarketsegmentVerticalchannelsGeographical2-13RubbermaidCommercialProducts,Inc.“OurvisionistobetheGlobalMarketShareLeaderineachofthemarketsweserve.Wewillearnthisleadershippositionbyprovidingtoourdistributorandend-usercustomersinnovative,high-quality,cost-effectiveandenvironmentallyresponsibleproducts.WewilladdvaluetotheseproductsbyprovidinglegendarycustomerservicethroughouruncompromisingCommitmenttoCustomerSatisfaction.”2-14Motorola“ThepurposeofMotorolaistohonorablyservetheneedsofthecommunitybyprovidingproductsandservicesofsuperiorqualityatafairpricetoourcustomers;todothissoastoearnanadequateprofitwhichisrequiredforthetotalenterprisetogrow;andbydoingso,providetheopportunityforouremployeesandshareholderstoachievetheirpersonalobjectives.”2-15eBay“Wehelppeopletradeanythingonearth.Wewillcontinuetoenhancetheonlinetradingexperiencesofall–collectors,dealers,smallbusinesses,uniqueitemseekers,bargainhunters,opportunitysellers,andbrowsers.”2-16DimensionsThatDefineABusinessCustomergroupsTechnologyCustomerneeds2-17CharacteristicsofSBUsItisasinglebusinessorcollectionofrelatedbusinessesIthasitsownsetofcompetitorsIthasaleaderresponsiblefor:StrategicplanningProfitabilityEfficiency2-18OrganizationsCulturePoliciesStructure2-19MarketOpportunityAnalysis(MOA)Canthebenefitsinvolvedintheopportunitybearticulatedconvincinglytoadefinedtargetmarket?Canthetargetmarketbelocatedandreachedwithcost-effectivemediaandtradechannels?Doesthecompanypossessorhaveaccesstothecriticalcapabilitiesandresourcesneededtodeliverthecustomerbenefits?2-20MarketOpportunityAnalysis(MOA)_2Canthecompanydeliverthebenefitsbetterthananyactualorpotentialcompetitors?Willthefinancialrateofreturnmeetorexceedthecompany’srequiredthresholdforinvestment?2-21GoalFormulationandMBORequirementsforusingMBOUnit’sobjectivesmustbehierarchicalObjectivesshouldbequantitativeGoalsshouldberealisticObjectivesmustbeconsistent2-22Porter’sGenericStrategiesOverallcostleadershipDifferentiationFocus2-23CategoriesofMarketingAlliancesProductorServiceAlliancesPromotionalAlliancesLogisticsAlliancesPricingcollaborations2-24MarketingPlanContentsExecutivesummaryTableofcontentsSituationanalysisMarketingstrategyFinancialprojectionsImplementationcontrols2-25EvaluatingaMarketingPlanIstheplansimple?Istheplanspecific?Istheplanrealistic?Istheplancomplete?