Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
 r 2
t e
ap
Ch

Developing
Marketing Strategies
and Plans
Discussion Questions

1. How does marketing affect customer

value?

2. How is strategic planning carried out

at different levels of the organization?

3. What does a marketing plan include?

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The Value Delivery Approach

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 The Value Chain

Primary Inbound Outbound

Operations Marketing Service
Activities Logistics Logistics

Margin
Procurement
Support Human Resource management
Activities
Technological Development
Infrastructure

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Core Business Processes
Customer relationship
management
Fulfillment
management
Customer
acquisition

New-offering
realization

Market-sensing

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Core Competencies

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Holistic Marketing

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Strategic Planning

Businesses as
investment portfolio

Assessing each
business’s strength

Establish a strategy
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 . 1
e 2
u r
F ig Strategic Planning, Implementation,
and Control Processes

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Marketing Plan

• Directs and coordinates the

marketing effort
• Product Line or Brand Level
• Strategic and Tactical levels

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 Levels of a Marketing Plan

• Strategic • Tactical
– Analysis of marketing – Product features
opportunities – Promotion
– Target marketing – Merchandising
decisions – Pricing
– Value proposition – Sales channels
– Service

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