The document discusses developing marketing strategies and plans, including choosing, providing, and communicating superior value to customers. It recommends defining SMART goals for each business unit and developing a long-term game plan to achieve objectives. Finally, it stresses the importance of creating a plan to deliver customer value and become the market leader.

1. V92 Marketing Management
DEVELOPING MARKETING
STRATEGIES AND PLANS
(Build a PATH to Success and Market Dominance)
Angela B. Villegas
Ateneo Graduate School of Business
Understanding Marketing Management

2. V92 Marketing Management
1. Includes choosing, providing, and
communicating superior value
2. Define the SMART goals or mission
for each unit
3. Develop a game plan to achieve
long-term objectives
Ch2 Developing Marketing Strategies and Plans
To deliver customer value at profit…
Angela B. Villegas
(Specific, Measurable, Attainable, Relevant, Time-Bound)

3. V92 Marketing Management
A. Communicating value
B. Creating value
C. Providing value
D. Choosing value
Ch2 Developing Marketing Strategies and Plans
Angela B. Villegas
Value creation and delivery
sequence ends with?

4. V92 Marketing Management
A. Rational
B. Specific
C. Time-Bound
D. Attainable
Angela B. Villegas
Which of the following is not
considered as SMART goals?
Ch2 Developing Marketing Strategies and Plans

5. V92 Marketing Management
You can SUCCEED if you do it RIGHT!
Make a plan to become the Market Leader
Angela B. Villegas
Ateneo Graduate School of Business