MM1-Chap2 - 2 Developing Marketing Strategies and Plans Marketing Management A South Asian Perspective 13th ed Chapter Questions How does marketing

MM1-Chap2 - 2 Developing Marketing Strategies and Plans...

This preview shows page 1 - 13 out of 44 pages.

Developing Marketing Strategies and Plans 2 Marketing Management A South Asian Perspective, 13 th ed
Image of page 1
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-2 Chapter Questions How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include?
Image of page 2
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-3 Siemens AG has grown through new product innovation and strategic acquisitions
Image of page 3
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-4 Nike Creates Value
Image of page 4
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-5 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
Image of page 5
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-6 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.
Image of page 6
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-7 Cisco Systems Taps into Partner Expertise to Create Value
Image of page 7
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-8 Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process
Image of page 8
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-9 Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate
Image of page 9
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-10 Netflix’s Distinctive Capabilities
Image of page 10
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 2-11 Firms Should Consider Key Questions Can we learn from the past? How should the present be evaluated? What do we envision for the future?
Image of page 11
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.
Image of page 12
Image of page 13

You've reached the end of your free preview.

Want to read all 44 pages?

  • Summer '16
  • sas
  • Marketing, Dorling Kindersley

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture