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 questionwhy does this company exist? A situation analysis is conducted to assess the current business environment. Internal factors such as the companys strengths and weaknesses relative to this environment are explored....
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This note was uploaded on 04/09/2012 for the course MKT 3301 taught by Professor Johnson during the Spring '11 term at University of Houston - Downtown.

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

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