ch02 - 1 Chapter 2 Chapter 2 Developing and Implementing...

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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 Kumar’s “3Vs” y Define the value segment or customers (and their needs) y Webster—Marketing 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...
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ch02 - 1 Chapter 2 Chapter 2 Developing and Implementing...

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