Developing Marketing Strategies and Plans
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?
Siemens AG has grown through new product innovation and strategic acquisitions
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
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
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.
Cisco Systems Taps into Partner Expertise to Create Value
Core Business Processes • Market-sensing process • New-offering realization process • Customer acquisition process • Customer relationship management process • Fulfillment management process
Characteristics of Core Competencies • A source of competitive advantage • Applications in a wide variety of markets • Difficult to imitate
Holistic Marketing Orientation and Customer Value
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.
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)
Intel’s New Brand Identity: Leap Ahead
What is a Marketing Plan?
- Fall '15
- Marketing, holistic marketing