CH-2-Developing Marketing Strategies and Plans.pptx - Developing Marketing Strategies and Plans Marketing and customer Value The value delivery process

CH-2-Developing Marketing Strategies and Plans.pptx -...

This preview shows page 1 - 9 out of 31 pages.

Developing Marketing Strategies and Plans
Image of page 1
Marketing and customer Value The value delivery process The value chain Core competencies The central role of strategic planning
Image of page 2
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 3
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 4
Value Chain
Image of page 5
Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process
Image of page 6
Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate
Image of page 7
Firms Should Consider Key Questions Can we learn from the past? How should the present be evaluated?
Image of page 8
Image of page 9

You've reached the end of your free preview.

Want to read all 31 pages?

  • Winter '17
  • Ashok
  • Marketing, holistic marketing, Logistics alliances

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes