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Marketing Strategy Planning: Chapter Two
Marketing Strategy Planning: Chapter Two
www.mhhe.com/fourps
Questions Questions
Questions
Questions
acts 2. Know what marketing strategy planning is Dumping it will be the focus of the book. and why 3.Phony list prices Understand target marketing. 4.Wheeler-Lea with the four Ps in a marketing Be familiar Amendment mix. 5.Price fixing difference between a marketing Know the Robinson-Patman Act plan, and a marketing strategy, a marketing program. Price discrimination 6. Understand what customer equity is and why marketing strategy planners seek to increase it.
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
acts marketing strategy planningand why it Dumping a process of narrowing down from involves Phony list prices broad opportunities to the most attractive marketing Wheeler-Lea strategy. Amendment 8. Know four broad types of marketing opportunities that help in identifying new Price fixing strategies. Robinson-Patman Act 9. Understand why strategies for opportunities Price discrimination in international markets should be considered.
Marketing Planning
Controlling
Marketing Plan(s) and Program
Implementing
Marketing mix--the controllable variables (4 Ps) the company puts together to satisfy the target market.
Production-oriented manager sees everyone as basically similar and practices mass marketing
Product C Price
Place
Promotion
Sara Lee
Nestle
Wholesaler
Wholesaler
Wholesaler
Retailer
Retailer
Retailer
Consumer
Personal Selling
Advertising
YouTube: Evian Ad
Sales Promotion
Publicity
Price Setting
Legal Environment
Target Market
+
Marketing Mix
Marketing Strategy
+
TimeRelated Details
Marketing Plan
+
Other Marketing Plans
time
Current Customers
firm
C
New Customers
Death-wish marketing
Best-practices marketing
(Above average)
2% Failure
Fair
2% Exceptional
Breakthrough Opportunities
Competitive Advantage
1. Market Penetration
T
High Promotion and/or Low Pricing
Coffee so good You just cant wait.
2. Product Development
Smaller World
Early Start
Competitive Advantage
Better Trends?
You now
does. acts 2. Know what marketing strategy planning is Dumping and why it will be the focus of the book. Phony list prices 3. Understand target marketing. Wheeler-Lea 4. Are familiar with the four Ps in a marketing Amendment mix. Price fixing 5. Know the difference between a marketing Robinson-Patman Act plan, and a marketing strategy, a marketing Price discrimination program.
6.
Understand what customer equity is and why marketing strategy planners seek to increase it.
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
You now
acts marketing strategy planningand why it Dumping a process of narrowing down from involves Phony list prices broad opportunities to the most attractive marketing Wheeler-Lea strategy. Amendment 8. Know four broad types of marketing opportunities that help in identifying new Price fixing strategies. Robinson-Patman Act 9. Understand why strategies for opportunities Price discrimination in international markets should be considered.
Key Terms
Marketing management process Strategic (management) planning Marketing strategy Target market Marketing mix Target marketing Mass marketing Channel of distribution Personal selling Customer service Mass selling Advertising Publicity Sales promotion Marketing plan Implementation Operational decisions Marketing program Customer equity Breakthrough opportunities
Key Terms
Competitive advantage Differentiation S.W.O.T. analysis Market penetration Market development Product development Diversification