Kotler02 stra planning

Kotler02 stra planning - CHAPTER 2 STRATEGIC PLANNING 1...

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1 CHAPTER 2 STRATEGIC PLANNING
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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?
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3 Two Views of the Value-Delivery Process
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4 Improving Value Delivery the Japanese Way Zero customer feedback time Zero product improvement time Zero purchasing time Zero setup time Zero defects
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5 The Generic Value Chain
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6 Core Business Processes / Benchmarks The market sensing process The new offering realization process The customer acquisition process The customer relationship management process The fulfillment management process A source of competitive advantage Applications in a wide variety of markets Difficult to imitate
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7 Core Business Practices Market Sensing New Offering Realization Customer Acquisition Fulfillment Management Customer Relationship Management
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8 3 V’s Approach to Marketing Define the value exploration : cognitive space, competencies space, resource space Define the value creation : customer benefits, business domain, business partners Define the value delivery : CRM, internal resource mgmt, business partner mgmt
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9 Nature of Strategic Planning The Strategic Planning, Implementation, and Control Process
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10 Corporate and Division Strategic Planning Planning activities include: 1. Defining the Corporate Mission 2. Establishing Strategic Business Units (SBUs), 3. Assigning Resources to SBUs 4. Planning New Businesses, Downsizing Older Businesses
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11 Industry scope Products and applications scope Competence scope Vertical scope Market-segment scope Geographical scope 1 Mission statements define the company’s major competitive scopes
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12 Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Critique the following hypothetical mission statement. “The overall mission of KDT is to provide cutting edge Internet services to consumer and business clients, while increasing the value of our shareholder’s investment.”
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13 .
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler02 stra planning - CHAPTER 2 STRATEGIC PLANNING 1...

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