CH02 - Chapter MarketingStrategies andPlans Developing 2

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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-1 Developing Marketing Strategies  and Plans Chapter 2
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-2 How does marketing affect customer value? How is strategic planning carried out at different  levels of the organization? What does a marketing plan include? In this chapter, we address the following questions:
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-3 Opening Case Study - ZARA Known for trendy affordable  clothes  Zara’s secret?  Total control of business  Design > production >  distribution Lead-time advantage - lower inventory levels Frequent line changes - exclusivity for customers
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An Asian Perspective Opening Case Study - ZARA Zara’s “democratization of fashion” Advertising approach - its shop windows Expansion plans - 4,000 stores worldwide
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-5 Marketing and Customer Value The Value Delivery Process The Value Delivery Process is choosing (or identifying) + providing (or delivering) +   communicating superior value 
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-6 Two Views of the Value Delivery  Process   Figure 2.1
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-7  In a hypercompetitive economy with  increasingly rational buyers faced with  abundant choices, a company can win  only by fine-tuning the value delivery  process and choosing, providing, and  communicating superior value. Why Value Creation and  Delivery Process?
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-8 SCOCO –1 st  Japanese convenience  store chain targeting women Zero setup time   Zero customer feedback time Zero product-improvement time   Zero defects Zero purchasing time   The Japanese further refined  the value delivery process with this:
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-9 “3 Vs” approach to Marketing DEFINE: value segment value proposition   value network
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-10 Dartmouth’s Frederick Webster  marketing views value defining processes   market research & company self-analysis value developing processes  new product development, sourcing strategy, & vendor  selection value delivering processes  advertising & managing distribution
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 2-11 Marketing and Customer Value  The  value chain A tool for identifying key activities that create value and costs in a specific business.
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CH02 - Chapter MarketingStrategies andPlans Developing 2

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