Enviar búsqueda
Cargar
Int To Mktng Ch 2
•
1 recomendación
•
6,968 vistas
Universidad de Monterrey
Seguir
Empresariales
Empleo
Denunciar
Compartir
Denunciar
Compartir
1 de 62
Descargar ahora
Descargar para leer sin conexión
Recomendados
0906 CEOs Marketing Team
0906 CEOs Marketing Team
Alvin Chua
13 investing to grow how nielsen can help clients maximize return on their in...
13 investing to grow how nielsen can help clients maximize return on their in...
Evelyn Femat
ADIT C
ADIT C
Rizalul D Pasundani
Collaborative Planning 081211
Collaborative Planning 081211
candice_chow
Marketing
Marketing
Liliana Carrillo
Stategic Planning Summary 091610
Stategic Planning Summary 091610
Gary Berthelson
21 april10 evergreen growth advisors overview
21 april10 evergreen growth advisors overview
Evergreen Growth Advisors
محاضرة الخطة التسويقية
محاضرة الخطة التسويقية
YBC.RUH
Recomendados
0906 CEOs Marketing Team
0906 CEOs Marketing Team
Alvin Chua
13 investing to grow how nielsen can help clients maximize return on their in...
13 investing to grow how nielsen can help clients maximize return on their in...
Evelyn Femat
ADIT C
ADIT C
Rizalul D Pasundani
Collaborative Planning 081211
Collaborative Planning 081211
candice_chow
Marketing
Marketing
Liliana Carrillo
Stategic Planning Summary 091610
Stategic Planning Summary 091610
Gary Berthelson
21 april10 evergreen growth advisors overview
21 april10 evergreen growth advisors overview
Evergreen Growth Advisors
محاضرة الخطة التسويقية
محاضرة الخطة التسويقية
YBC.RUH
Product Launch Doomed
Product Launch Doomed
Pragmatic Marketing
R&D Corporate Strategy Jj Email
R&D Corporate Strategy Jj Email
Deepuniverse
Nobia Capital Market Day 2011-05-26
Nobia Capital Market Day 2011-05-26
Nobia Group
F1 Strategy Brochure
F1 Strategy Brochure
F1 Strategy, LLC
New Product Launch Spend Report Summary
New Product Launch Spend Report Summary
Marty Daniel with ThunderActive
Is Your Marketing Organization Ready to Change Its MO?
Is Your Marketing Organization Ready to Change Its MO?
ClearAction Continuum
Lo1
Lo1
Waleed Ad
HIGH IMPACT BUSINESS + PEOPLE RESULTS
HIGH IMPACT BUSINESS + PEOPLE RESULTS
Hector Cruz-Rosa MBA, MSF
Brands On Move
Brands On Move
rubyray
Enrichmentors Business Review Jan 2013
Enrichmentors Business Review Jan 2013
Enrichmentors
Writing a marketing plan
Writing a marketing plan
Business Link
Performance management
Performance management
Hj Arriffin Mansor
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...
Human Capital Media
Michelle Beh's Resume
Michelle Beh's Resume
Michelle Beh
Hiding In Plain Sight - Segmenting and Prospect Profiling
Hiding In Plain Sight - Segmenting and Prospect Profiling
Matthew Smith
Int to Mktng ch1
Int to Mktng ch1
Universidad de Monterrey
MKT chapter 1
MKT chapter 1
940609784
Chapter 1 An Overview of Marketing 2014
Chapter 1 An Overview of Marketing 2014
Earlene McNair
101 Free Online Marketing Resources For Entrepreneurs
101 Free Online Marketing Resources For Entrepreneurs
Fit Small Business
Xu hướng Digital marketing 2016 -2017 - 2018 - bản đầy đủ nhất Thế giới
Xu hướng Digital marketing 2016 -2017 - 2018 - bản đầy đủ nhất Thế giới
Vinalink Media JSC
2016 Content Marketing Playbook
2016 Content Marketing Playbook
Content Marketing Institute
The Incorporation of the CRO in Your Organization
The Incorporation of the CRO in Your Organization
ChristianPatrik
Más contenido relacionado
La actualidad más candente
Product Launch Doomed
Product Launch Doomed
Pragmatic Marketing
R&D Corporate Strategy Jj Email
R&D Corporate Strategy Jj Email
Deepuniverse
Nobia Capital Market Day 2011-05-26
Nobia Capital Market Day 2011-05-26
Nobia Group
F1 Strategy Brochure
F1 Strategy Brochure
F1 Strategy, LLC
New Product Launch Spend Report Summary
New Product Launch Spend Report Summary
Marty Daniel with ThunderActive
Is Your Marketing Organization Ready to Change Its MO?
Is Your Marketing Organization Ready to Change Its MO?
ClearAction Continuum
Lo1
Lo1
Waleed Ad
HIGH IMPACT BUSINESS + PEOPLE RESULTS
HIGH IMPACT BUSINESS + PEOPLE RESULTS
Hector Cruz-Rosa MBA, MSF
Brands On Move
Brands On Move
rubyray
Enrichmentors Business Review Jan 2013
Enrichmentors Business Review Jan 2013
Enrichmentors
Writing a marketing plan
Writing a marketing plan
Business Link
Performance management
Performance management
Hj Arriffin Mansor
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...
Human Capital Media
Michelle Beh's Resume
Michelle Beh's Resume
Michelle Beh
Hiding In Plain Sight - Segmenting and Prospect Profiling
Hiding In Plain Sight - Segmenting and Prospect Profiling
Matthew Smith
La actualidad más candente
(15)
Product Launch Doomed
Product Launch Doomed
R&D Corporate Strategy Jj Email
R&D Corporate Strategy Jj Email
Nobia Capital Market Day 2011-05-26
Nobia Capital Market Day 2011-05-26
F1 Strategy Brochure
F1 Strategy Brochure
New Product Launch Spend Report Summary
New Product Launch Spend Report Summary
Is Your Marketing Organization Ready to Change Its MO?
Is Your Marketing Organization Ready to Change Its MO?
Lo1
Lo1
HIGH IMPACT BUSINESS + PEOPLE RESULTS
HIGH IMPACT BUSINESS + PEOPLE RESULTS
Brands On Move
Brands On Move
Enrichmentors Business Review Jan 2013
Enrichmentors Business Review Jan 2013
Writing a marketing plan
Writing a marketing plan
Performance management
Performance management
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...
Marketing Excellence: Developing Strategic Marketing Skills With Advanced Mar...
Michelle Beh's Resume
Michelle Beh's Resume
Hiding In Plain Sight - Segmenting and Prospect Profiling
Hiding In Plain Sight - Segmenting and Prospect Profiling
Destacado
Int to Mktng ch1
Int to Mktng ch1
Universidad de Monterrey
MKT chapter 1
MKT chapter 1
940609784
Chapter 1 An Overview of Marketing 2014
Chapter 1 An Overview of Marketing 2014
Earlene McNair
101 Free Online Marketing Resources For Entrepreneurs
101 Free Online Marketing Resources For Entrepreneurs
Fit Small Business
Xu hướng Digital marketing 2016 -2017 - 2018 - bản đầy đủ nhất Thế giới
Xu hướng Digital marketing 2016 -2017 - 2018 - bản đầy đủ nhất Thế giới
Vinalink Media JSC
2016 Content Marketing Playbook
2016 Content Marketing Playbook
Content Marketing Institute
Destacado
(6)
Int to Mktng ch1
Int to Mktng ch1
MKT chapter 1
MKT chapter 1
Chapter 1 An Overview of Marketing 2014
Chapter 1 An Overview of Marketing 2014
101 Free Online Marketing Resources For Entrepreneurs
101 Free Online Marketing Resources For Entrepreneurs
Xu hướng Digital marketing 2016 -2017 - 2018 - bản đầy đủ nhất Thế giới
Xu hướng Digital marketing 2016 -2017 - 2018 - bản đầy đủ nhất Thế giới
2016 Content Marketing Playbook
2016 Content Marketing Playbook
Similar a Int To Mktng Ch 2
The Incorporation of the CRO in Your Organization
The Incorporation of the CRO in Your Organization
ChristianPatrik
Strategic planning for managers
Strategic planning for managers
Zaini Ithnin
Brand Strategy and Implementation
Brand Strategy and Implementation
Michael Lang
Idea II Training May 2012
Idea II Training May 2012
Sean Winnett
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
Idris Mootee
Hello plenus
Hello plenus
Cris Anthony Hödar
Int to mktng ch8
Int to mktng ch8
Universidad de Monterrey
Musigmasadlerfeb2012
Musigmasadlerfeb2012
George Sadler
BMI Workshop Leading Strategy Into Action 2011-1
BMI Workshop Leading Strategy Into Action 2011-1
danielamotta
Thoughts On Integrated Marketing
Thoughts On Integrated Marketing
mktg2ndopinion
PowerPlanning - better business strategy
PowerPlanning - better business strategy
JOEL ALPERT
Merger & Acquisition integration
Merger & Acquisition integration
Yves Zieba
2010 03 16 Crm Day Marco Bordieri
2010 03 16 Crm Day Marco Bordieri
antonella Buonagurio
Improve Business Operations Profitability
Improve Business Operations Profitability
Enrique Vicente
Earley & Associates: Marketing Ops and e-Taxonomy
Earley & Associates: Marketing Ops and e-Taxonomy
Mayer Becker
Deploying the iPad to Sales & Managed Markets Teams: Training and Effectivene...
Deploying the iPad to Sales & Managed Markets Teams: Training and Effectivene...
Best Practices
CRM at Oracle Series: Marketing Business Intelligence
CRM at Oracle Series: Marketing Business Intelligence
tbOracleCRM
Business development
Business development
Dennis Ooi
Tomas Bsc Eng
Tomas Bsc Eng
tomasdse
Risk management competency dictionary0
Risk management competency dictionary0
Confidential
Similar a Int To Mktng Ch 2
(20)
The Incorporation of the CRO in Your Organization
The Incorporation of the CRO in Your Organization
Strategic planning for managers
Strategic planning for managers
Brand Strategy and Implementation
Brand Strategy and Implementation
Idea II Training May 2012
Idea II Training May 2012
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
Hello plenus
Hello plenus
Int to mktng ch8
Int to mktng ch8
Musigmasadlerfeb2012
Musigmasadlerfeb2012
BMI Workshop Leading Strategy Into Action 2011-1
BMI Workshop Leading Strategy Into Action 2011-1
Thoughts On Integrated Marketing
Thoughts On Integrated Marketing
PowerPlanning - better business strategy
PowerPlanning - better business strategy
Merger & Acquisition integration
Merger & Acquisition integration
2010 03 16 Crm Day Marco Bordieri
2010 03 16 Crm Day Marco Bordieri
Improve Business Operations Profitability
Improve Business Operations Profitability
Earley & Associates: Marketing Ops and e-Taxonomy
Earley & Associates: Marketing Ops and e-Taxonomy
Deploying the iPad to Sales & Managed Markets Teams: Training and Effectivene...
Deploying the iPad to Sales & Managed Markets Teams: Training and Effectivene...
CRM at Oracle Series: Marketing Business Intelligence
CRM at Oracle Series: Marketing Business Intelligence
Business development
Business development
Tomas Bsc Eng
Tomas Bsc Eng
Risk management competency dictionary0
Risk management competency dictionary0
Más de Universidad de Monterrey
Ch06
Ch06
Universidad de Monterrey
Ch05
Ch05
Universidad de Monterrey
Ch04
Ch04
Universidad de Monterrey
Ch02
Ch02
Universidad de Monterrey
Ch01
Ch01
Universidad de Monterrey
Chapter 05 lesson plans
Chapter 05 lesson plans
Universidad de Monterrey
Chapter 04 lesson plans
Chapter 04 lesson plans
Universidad de Monterrey
Chapter 03 lesson plans
Chapter 03 lesson plans
Universidad de Monterrey
Chapter 02 lesson plans
Chapter 02 lesson plans
Universidad de Monterrey
Chapter 01 lesson plans
Chapter 01 lesson plans
Universidad de Monterrey
Plan de estudios o 2010 modelos de negociaciones internacionales
Plan de estudios o 2010 modelos de negociaciones internacionales
Universidad de Monterrey
Negocios internacionales-modo-de-compatibilidad-1224169031302428-8
Negocios internacionales-modo-de-compatibilidad-1224169031302428-8
Universidad de Monterrey
Kotler pom13e instructor_09
Kotler pom13e instructor_09
Universidad de Monterrey
Kotler pom13e instructor_12
Kotler pom13e instructor_12
Universidad de Monterrey
Kotler pom13e instructor_11
Kotler pom13e instructor_11
Universidad de Monterrey
Int to mktng ch10
Int to mktng ch10
Universidad de Monterrey
Int to mktng ch9
Int to mktng ch9
Universidad de Monterrey
Kotler pom 13e_im_10
Kotler pom 13e_im_10
Universidad de Monterrey
Kotler pom13e instructor_10
Kotler pom13e instructor_10
Universidad de Monterrey
Kotler pom13e instructor_08
Kotler pom13e instructor_08
Universidad de Monterrey
Más de Universidad de Monterrey
(20)
Ch06
Ch06
Ch05
Ch05
Ch04
Ch04
Ch02
Ch02
Ch01
Ch01
Chapter 05 lesson plans
Chapter 05 lesson plans
Chapter 04 lesson plans
Chapter 04 lesson plans
Chapter 03 lesson plans
Chapter 03 lesson plans
Chapter 02 lesson plans
Chapter 02 lesson plans
Chapter 01 lesson plans
Chapter 01 lesson plans
Plan de estudios o 2010 modelos de negociaciones internacionales
Plan de estudios o 2010 modelos de negociaciones internacionales
Negocios internacionales-modo-de-compatibilidad-1224169031302428-8
Negocios internacionales-modo-de-compatibilidad-1224169031302428-8
Kotler pom13e instructor_09
Kotler pom13e instructor_09
Kotler pom13e instructor_12
Kotler pom13e instructor_12
Kotler pom13e instructor_11
Kotler pom13e instructor_11
Int to mktng ch10
Int to mktng ch10
Int to mktng ch9
Int to mktng ch9
Kotler pom 13e_im_10
Kotler pom 13e_im_10
Kotler pom13e instructor_10
Kotler pom13e instructor_10
Kotler pom13e instructor_08
Kotler pom13e instructor_08
Último
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdf
richard876048
Darshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdf
Shashank Mehta
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
ashishs7044
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
mbikashkanyari
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
ashishs7044
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
Operational Excellence Consulting
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
Adnet Communications
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy Verified Accounts
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
saniyaimamuddin
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
dollysharma2066
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
Olivia Kresic
Chapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal audit
NhtLNguyn9
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
ssuserf63bd7
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
Peter Ward
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
Chandresh Chudasama
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
Shaun Heinrichs
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
Call girls in Goa, +91 9319373153 Escort Service in North Goa
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
HajeJanKamps
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in Philippines
DavidSamuel525586
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Anamaria Contreras
Último
(20)
Innovation Conference 5th March 2024.pdf
Innovation Conference 5th March 2024.pdf
Darshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdf
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
Chapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal audit
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in Philippines
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Int To Mktng Ch 2
1.
Strategic Planning for
Competitive Advantage CHAPTER 2 Marketing 10 Lamb, Hair, McDaniel Designed by Prepared by Eric Brengle Amit Shah B-books, Ltd. Frostburg State University Copyright ©2009 by Cengage Learning Inc. All rights reserved 1
2.
Learning Outcomes
Understand the importance of strategic marketing LOI and know a basic outline for a marketing plan Develop an appropriate business LO2 mission statement Explain the components of a situation analysis LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved 2
3.
Learning Outcomes LO4
Explain the criteria for stating good marketing objectives LO5 Identify sources of competitive advantage LO6 Identify strategic alternatives LO7 Discuss target market strategies Copyright ©2009 by Cengage Learning Inc. All rights reserved 3
4.
Learning Outcomes LO8
Describe the elements of the marketing mix Explain why implementation, evaluation, and LO9 control of the marketing plan are necessary Identify several techniques that help make LOIO strategic planning effective Copyright ©2009 by Cengage Learning Inc. All rights reserved 4
5.
LOI
The Nature of Strategic Planning Understand the importance of strategic marketing and know a basic outline for a marketing plan Copyright ©2009 by Cengage Learning Inc. All rights reserved 5
6.
LOI
Strategic Planning Strategic Strategic Planning Planning The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities. The goal is long-term profitability and growth. Copyright ©2009 by Cengage Learning Inc. All rights reserved 6
7.
Strategic Marketing Management
What is the organization’s main activity? How will it reach its goals? THE ANSWER IS A MARKETING PLAN. LOI 7 Copyright ©2009 by Cengage Learning Inc. All rights reserved
8.
LOI
Marketing Planning Marketing Plan Marketing Plan A written document that acts as a guidebook of marketing activities for the marketing manager. Copyright ©2009 by Cengage Learning Inc. All rights reserved 8
9.
Why Write a
Marketing Plan? Provides a basis for comparison of actual and expected performance Provides clearly stated activities to work toward common goals Serves as a reference for the success of future activities Provides an examination of the marketing environment Allows entry into the marketplace with awareness LOI Copyright ©2009 by Cengage Learning Inc. All rights reserved 9
10.
Marketing Plan Elements
Business Mission Statement Objectives Situation or SWOT Analysis Marketing Strategy Target Market Strategy Marketing Mix Product Distribution Promotion Price Implementation Evaluation Control LOI Copyright ©2009 by Cengage Learning Inc. All rights reserved 10
11.
LOI REVIEW LEARNING
OUTCOME The Importance of Strategic Marketing What What Strategic Planning Strategic Planning Long-term profitability Long-term profitability Why Why and growth and growth How How Write a marketing plan Write a marketing plan Copyright ©2009 by Cengage Learning Inc. All rights reserved 11
12.
LO2
Defining the Business Mission Develop an appropriate business mission statement Copyright ©2009 by Cengage Learning Inc. All rights reserved 12
13.
LO2
Defining the Business Mission • Answers the question, “What business are we in?” • Focuses on the market(s) rather than the good or service • Strategic Business Units (SBUs) may also have a mission statement 13 Copyright ©2009 by Cengage Learning Inc. All rights reserved
14.
Southwest Airlines Mission
Statement SOURCE: http://www.southwestairlines.com/about_swa/mission LO2 14 Copyright ©2009 by Cengage Learning Inc. All rights reserved
15.
Strategic Business Units
LO2 (SBUs) Characteristics: [SBU HAS…] • A distinct mission and specific target market • Control over its resources • Its own competitors • Plans independent of other SBUs 15 Copyright ©2009 by Cengage Learning Inc. All rights reserved
16.
LO2
REVIEW LEARNING OUTCOME Business Mission Statement Q: What business are we in? A: Business mission statement Too narrow marketing myopia Too broad no direction Just right focus on markets served and benefits customers seek Copyright ©2009 by Cengage Learning Inc. All rights reserved 16
17.
LO3
Conducting a Situation Analysis Explain the components of a situation analysis Copyright ©2009 by Cengage Learning Inc. All rights reserved 17
18.
LO3
Conducting a Situation Analysis SWOT Analysis Identifying SWOT Analysis internal strengths (S) and weaknesses (W) and also examining external opportunities (O) and threats (T) Copyright ©2009 by Cengage Learning Inc. All rights reserved 18
19.
SWOT Analysis
S Internal Things the company does well. Things the company does well. W Things the company does not do well. Things the company does not do well. O External Conditions in the external environment that Conditions in the external environment that favor strengths. favor strengths. Conditions in the external environment that Conditions in the external environment that T do not relate to existing strengths or favor do not relate to existing strengths or favor areas©South-Western College Publishing areasof current weakness. of current weakness. LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved 19
20.
LO3
Environmental Scanning Environmental Environmental The collection and interpretation Scanning Scanning of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan. Copyright ©2009 by Cengage Learning Inc. All rights reserved 20
21.
LO3
REVIEW LEARNING OUTCOME Components of a Situation Analysis Strengths ENVIRONMENT production costs INTERNAL marketing skills financial resources image technology Weaknesses Copyright ©2009 by Cengage Learning Inc. All rights reserved 21
22.
LO3
REVIEW LEARNING OUTCOME Components of a Situation Analysis Opportunities social ENVIRONMENT EXTERNAL demographic economic technological political / legal competitive Threats Copyright ©2009 by Cengage Learning Inc. All rights reserved 22
23.
LO4 Setting Marketing
Plan Objectives Explain the criteria for stating good marketing objectives Copyright ©2009 by Cengage Learning Inc. All rights reserved 23
24.
LO4
Marketing Objective A statement of what is to be Marketing accomplished through Objective marketing activities. Copyright ©2009 by Cengage Learning Inc. All rights reserved 24
25.
LO4
Marketing Objectives Realistic “Our objective is to Measurable increase sales of Purina brand cat food by 15 Time specific percent over 2009 sales of $300 million.” Compared to a benchmark 25 Copyright ©2009 by Cengage Learning Inc. All rights reserved
26.
LO4
REVIEW LEARNING OUTCOME Criteria for Good Marketing Objectives Realistic, measurable, and time-specific objectives consistent with the firm’s objectives: 1. Communicate marketing management philosophy 2. Provide management direction 3. Motivate employees 4. Force executives to think clearly 5. Allow for better evaluation of results Copyright ©2009 by Cengage Learning Inc. All rights reserved 26
27.
LO5
Competitive Advantage Identify sources of competitive advantage Copyright ©2009 by Cengage Learning Inc. All rights reserved 27
28.
LO5
Competitive Advantage Competitive Competitive The set of unique features of a Advantage Advantage company and its products that are perceived by the target market as significant and superior to the competition. Copyright ©2009 by Cengage Learning Inc. All rights reserved 28
29.
Competitive Advantage
Cost Cost Types of Types of Product/Service Product/Service Competitive Competitive Differentiation Differentiation Advantage Advantage Niche Strategies Niche Strategies LO5 29 Copyright ©2009 by Cengage Learning Inc. All rights reserved
30.
LO5
Cost Competitive Advantage Cost Cost Competitive Competitive Being the low-cost competitor Advantage Advantage in an industry while maintaining satisfactory profit margins. Copyright ©2009 by Cengage Learning Inc. All rights reserved 30
31.
LO5
Cost Competitive Advantage Obtain inexpensive raw materials Create efficient plant operations Design products for ease of manufacture Control overhead costs Avoid marginal customers 31 Copyright ©2009 by Cengage Learning Inc. All rights reserved
32.
LO5
Sources of Cost Reduction Experience Curves Experience Curves Product Design Product Design Efficient Labor Efficient Labor Reengineering Reengineering No-frills Goods and No-frills Goods and Production Innovations Production Innovations Services Services New Service New Service Government Subsidies Government Subsidies Delivery Methods Delivery Methods 32 Copyright ©2009 by Cengage Learning Inc. All rights reserved
33.
LO5
Product/Service Differentiation Product //Service Product Service The provision of something Differentiation Differentiation that is unique and valuable Competitive Competitive to buyers beyond simply Advantage Advantage offering a lower price than the competition’s. Copyright ©2009 by Cengage Learning Inc. All rights reserved 33
34.
LO5
Examples of Product/Service Differentiation Brand names Strong dealer network Product reliability Image Service 34 Copyright ©2009 by Cengage Learning Inc. All rights reserved
35.
LO5
Niche Competitive Advantage Niche Niche The advantage achieved when Competitive Competitive a firm seeks to target and Advantage Advantage effectively serve a single segment of the market. Copyright ©2009 by Cengage Learning Inc. All rights reserved 35
36.
LO5
Niche Competitive Advantage • Used by small companies with limited resources • May be used in a limited geographic market • Product line may be focused on a specific product category 36 Copyright ©2009 by Cengage Learning Inc. All rights reserved
37.
LO5
Sources of Sustainable Competitive Advantage Patents Patents Copyrights Copyrights Locations Locations Equipment Equipment Technology Technology Skills and Assets Skills and Assets of an of an Customer Service Customer Service Organization Organization Promotion Promotion Copyright ©2009 by Cengage Learning Inc. All rights reserved 37
38.
LO5
REVIEW LEARNING OUTCOME Sources of Competitive Advantage Sources of Sources of Competitive Advantage Competitive Advantage Product/Service Product/Service Cost Cost Niche Niche Differentiation Differentiation $$ Strategies Strategies A vs. B vs. C A vs. B vs. C Copyright ©2009 by Cengage Learning Inc. All rights reserved 38
39.
LO6
Strategic Directions Identify strategic alternatives Copyright ©2009 by Cengage Learning Inc. All rights reserved 39
40.
LO6
Strategic Alternatives Market Increase market share among Penetration existing customers Market Attract new customers to Development existing products Create new products for Product Development present markets Introduce new products Diversification into new markets 40 Copyright ©2009 by Cengage Learning Inc. All rights reserved
41.
Ansoff’s Strategic Opportunity
Matrix Present Product New Product Present Market Product Market Penetration Development New Market Diversification Market Development LO6 Copyright ©2009 by Cengage Learning Inc. All rights reserved 41
42.
Portfolio Matrix
Problem Stars Children Cash Cows Dogs LO6 42 Copyright ©2009 by Cengage Learning Inc. All rights reserved
43.
Portfolio Matrix Strategies
Build Hold Harvest Divest LO6 43 Copyright ©2009 by Cengage Learning Inc. All rights reserved
44.
LO6
REVIEW LEARNING OUTCOME Strategic Alternatives Identify strategic alternatives Market development = customers Market penetration = share Product development = products new products + Diversification = new markets Copyright ©2009 by Cengage Learning Inc. All rights reserved 44
45.
LO7
Describing the Target Market Discuss target market strategies Copyright ©2009 by Cengage Learning Inc. All rights reserved 45
46.
LO7
Marketing Strategy Marketing Marketing The activities of selecting and Strategy Strategy describing one or more target markets and developing and maintaining a market mix that will produce mutually satisfying exchanges with target markets. Copyright ©2009 by Cengage Learning Inc. All rights reserved 46
47.
LO7
Target Market Strategy • Segment the market based on groups with similar characteristics • Analyze the market based on attractiveness of market segments • Select one or more target markets 47 Copyright ©2009 by Cengage Learning Inc. All rights reserved
48.
LO7
Target Market Strategy Appeal to the entire market Appeal to the entire market with one marketing mix with one marketing mix Concentrate on one Concentrate on one marketing segment marketing segment Appeal to multiple markets Appeal to multiple markets with multiple marketing mixes with multiple marketing mixes 48 Copyright ©2009 by Cengage Learning Inc. All rights reserved
49.
LO7
REVIEW LEARNING OUTCOME Target Market Strategies Target Market Options Entire Market Multiple Markets Single Market Copyright ©2009 by Cengage Learning Inc. All rights reserved 49
50.
LO8
The Marketing Mix Describe the elements of the marketing mix Copyright ©2009 by Cengage Learning Inc. All rights reserved 50
51.
LO8
The Marketing Mix Marketing Mix Marketing Mix A unique blend of product, distribution, promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market. Copyright ©2009 by Cengage Learning Inc. All rights reserved 51
52.
Marketing Mix: The
“Four Ps” Price Promotion Place Product LO8 52 Copyright ©2009 by Cengage Learning Inc. All rights reserved
53.
Marketing Mix: The
“Four Ps” The starting point of the “4 Ps” Product Includes Physical unit Products can be… Package Tangible goods Warranty Ideas Service Services Brand Image Value LO8 53 Copyright ©2009 by Cengage Learning Inc. All rights reserved
54.
Marketing Mix: The
“Four Ps” Product availability where and when customers want them Place All activities from raw materials to finished products Ensure products arrive in usable condition at designated places when needed LO8 54 Copyright ©2009 by Cengage Learning Inc. All rights reserved
55.
Marketing Mix: The
“Four Ps” Role is to bring about exchanges with target Promotion markets by: Informing Includes integration of: Educating Personal selling Persuading Reminding Advertising Sales promotion Public relations LO8 55 Copyright ©2009 by Cengage Learning Inc. All rights reserved
56.
Marketing Mix: The
“Four Ps” Price is what a buyer must give up to obtain a product. Price The most flexible of the “4 Ps”-- quickest to change Competitive weapon Price x Units Sold = Total Revenue LO8 56 Copyright ©2009 by Cengage Learning Inc. All rights reserved
57.
LO8
REVIEW LEARNING OUTCOME Elements of the Marketing Mix Copyright ©2009 by Cengage Learning Inc. All rights reserved 57
58.
LO9
Following Up on the Marketing Plan Explain why implementation, evaluation, and control of the marketing plan are necessary Copyright ©2009 by Cengage Learning Inc. All rights reserved 58
59.
LO9
Following Up the Marketing Plan • Implementation • Evaluation • Control • Marketing audit is… • Comprehensive • Systematic • Independent • Periodic 59 Copyright ©2009 by Cengage Learning Inc. All rights reserved
60.
LO9
REVIEW LEARNING OUTCOME Implementation, Evaluation, and Control Implementation Evaluation Product Product Place Place Met Met Promotion Promotion objectives? objectives? Price Price Audits Audits •• comprehensive comprehensive •• systematic systematic •• independent independent •• periodic periodic Copyright ©2009 by Cengage Learning Inc. All rights reserved 60
61.
LOIO
Effective Strategic Planning Identify several techniques that help make strategic planning effective Copyright ©2009 by Cengage Learning Inc. All rights reserved 61
62.
LOIO
REVIEW LEARNING OUTCOME Techniques for Effective Strategic Planning Continual Continual Management Management Creativity Creativity attention attention commitment commitment Effective Effective Strategic Strategic Planning Planning Copyright ©2009 by Cengage Learning Inc. All rights reserved 62
Descargar ahora