ch02 - 8/28/2008 1 Chapter 2 Chapter 2 Developing and...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 8/28/2008 1 Chapter 2 Chapter 2 Developing and Implementing Marketing Strategies and Plans 2-1 Chapter Questions y How does marketing affect customer value? y How is strategic planning carried out at y How is strategic planning carried out at different levels of the organization? y What does a marketing plan include? y How can management assess marketing performance? 2-2 Two Views of the Value Delivery Process 2-3 8/28/2008 2 Other Views y Kumars 3Vs y Define the value segment or customers (and their needs) y WebsterMarketing is: y Value defining process like market research y Value developing processes y Define the value proposition y Define the value network to deliver promised service including new product development, sourcing strategy, and vendor selection y Value delivering processes such as advertising and managing distribution 2-4 The Value Chain (figure 2.1) 2-5 Core Business Processes y The market sensing process y The new offering realization process y The customer acquisition process y The customer relationship management process y The fulfillment management process y The fulfillment management process 2-6 Characteristics of Core Competencies y A source of competitive advantage...
View Full Document

Page1 / 7

ch02 - 8/28/2008 1 Chapter 2 Chapter 2 Developing and...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online