MM Chapter 2 - Marketing Management...

This preview shows page 1 - 9 out of 30 pages.

Marketing Management Chapter 2: Developing Marketing  Strategies & Plans
Image of page 1

Subscribe to view the full document.

Marketing and Customer Value Value Delivery Process Traditional Physical Process Sequence Value Creation and Delivery Sequence 1. Choosing the Value 2. Providing the Value 3. Communicating the Value
Image of page 2
Strategic Marketing Tactical Marketing
Image of page 3

Subscribe to view the full document.

Three V’s Approach to Marketing Define the value segment Define the value segment Define the value proposition Define the value proposition Define the value network Define the value network
Image of page 4
Marketing and Customer Value Value Chain The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
Image of page 5

Subscribe to view the full document.

Value Chain
Image of page 6
Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process
Image of page 7

Subscribe to view the full document.

Characteristics of Core Competencies A Core Competency has three characteristics: A source of competitive advantage Applications in a wide variety of markets Difficult to imitate Refers to areas of special technical & production expertise.
Image of page 8
Image of page 9
  • Summer '13
  • hina
  • Marketing, Marketing and Customer Value, Good mission statements

{[ snackBarMessage ]}

Get FREE access by uploading your study materials

Upload your study materials now and get free access to over 25 million documents.

Upload now for FREE access Or pay now for instant access
Christopher Reinemann
"Before using Course Hero my grade was at 78%. By the end of the semester my grade was at 90%. I could not have done it without all the class material I found."
— Christopher R., University of Rhode Island '15, Course Hero Intern

Ask a question for free

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern