MM Chapter 2-1 - Marketing Management Chapter2:DevelopingMarketing Strategies&Plans Marketing and Customer Value Value Delivery Process Traditional

MM Chapter 2-1 - Marketing Management...

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Marketing Management Chapter 2: Developing Marketing  Strategies & Plans
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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
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Strategic Marketing Tactical Marketing
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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
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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.
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Value Chain
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Core Business Processes Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process
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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.
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  • Nazish
  • Marketing, Marketing and Customer Value, Good mission statements

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