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tanner-ppt-ch02 - by Jeff Tanner and Mary Anne Raymond by...

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Unformatted text preview: by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing Chapter 2 Chapter 2 Strategic Planning Strategic Planning ©2010 Flat World Knowledge, Inc. ©2010 Flat World Knowledge, Inc. 3 Developing plans and strategies for products and their pricing promotion delivery The Value Proposition The Value Proposition A 30-second “elevator speech”* Here are the benefits of our product This is why it is superior to other ones ©2010 Flat World Knowledge, Inc. 4 *Getting your point across to someone before the elevator reaches the bottom . Supporting The Value Proposition Supporting The Value Proposition ©2010 Flat World Knowledge, Inc. 5 What is the strategy that enables the value? How do businesses develop and document this strategy? Who develops this strategy? This is planning Plans and Planning Plans and Planning ©2010 Flat World Knowledge, Inc. 6 Levels of planning The Marketing Plan The Marketing Plan ©2010 Flat World Knowledge, Inc. 7 This is the revenue producing element in the corporate or strategic plan It describes: where we are going with products, and how we will get there! The Planning Process The Planning Process ©2010 Flat World Knowledge, Inc. 8 The mission statement is the leading planning phrase. It answers the question—“why does this company exist?” A situation analysis is conducted to assess the current business environment. Internal factors such as the company’s strengths and weaknesses relative to this environment are explored....
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tanner-ppt-ch02 - by Jeff Tanner and Mary Anne Raymond by...

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