Developing Marketing Strategies and Plans
Marketing and customer Value The value delivery process The value chain Core competencies The central role of strategic planning
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.
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
Firms Should Consider Key Questions Can we learn from the past? How should the present be evaluated?
- Winter '17
- Marketing, holistic marketing, Logistics alliances