Chapter 2 - Developing Marketing Strategies and Plans Take away How does marketing affect customer value How is strategic planning carried out at

Chapter 2 - Developing Marketing Strategies and Plans Take...

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Developing Marketing Strategies and Plans
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Take away….. How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include?
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Siemens AG has grown through new product innovation and strategic acquisitions
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The value delivery process In a hypercompetitive economy a company can win only by fine –tuning value delivery process and choosing, providing, and communicating superior value
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Three V’s Approach to Marketing Define the value segment Define the value segment Define the value proposition Define the value proposition Define the value network Define the value network
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What is the Value Chain? The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
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Value Chain
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Cisco Systems Taps into Partner Expertise to Create Value
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Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process
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Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate
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Holistic Marketing Orientation and Customer Value
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What is Holistic Marketing? Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders.
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Value exploration Customer’s cognitive space Exploring consumers’ present and future needs Company’s competence space Exploring firm’s own abilities Collaborator's resource space (horizontal & Vertical)
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Intel’s New Brand Identity: Leap Ahead
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What is a Marketing Plan?
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  • Fall '15
  • srs
  • Marketing, holistic marketing

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