Professional Documents
Culture Documents
Marketing Chap2
Marketing Chap2
2-11
PRINCIPLES OF MARKETING
Chapter
Chapter 22
Strategic Planning
and the
Marketing Process
Strategic
Strategic Planning
Planning Process
Process
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2-22
Market
Market
Oriented
Oriented
Motivating
Motivating Realistic
Realistic
Characteristics
Characteristics
of
of Good
Good Mission
Mission
Statements
Statements
Distinctive
Distinctive Specific
Specific
Competencies
Competencies
Fit
Fit Market
Market
Environment
Environment
Copyright 1998 Prentice Hall
Designing
Designing the
the Business
Business Portfolio
Portfolio
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Analyzing
Analyzing Current
Current SBU’s:
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SBU’s:
Boston
Boston Consulting
Consulting Group
Group
Approach
Approach
Relative Market Share
High Low
Stars Question
QuestionMarks
Marks
Market Growth Rate
High
share
••Established, ••Low
Lowprofit
profitpotential
Established,successful
successful potential
SBU’s
SBU’s
••Produces
Producescash
cash
Analyzing
Analyzing Current
Current SBU’s:
SBU’s:
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GE
GE Strategic
Strategic Business-Planning
Business-Planning
Grid
Grid
Business Strength
Industry Attractiveness
Medium
B D
Low
Developing
Developing Growth
Growth Strategies
Strategies
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Existing New
Products Products
Existing 1. Market 3. Product
Markets Penetration Development
New 2. Market
4. Diversification
Markets Development
Product/
Product/ Market
Market Expansion
Expansion Grid
Grid
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• Market Penetration:
Penetration increase sales to present
customers with current products. How?
• Market Development:
Development develop new markets with
current products. How?
• Product Development:
Development offering modified or new
products to current customers. How?
• Diversification:
Diversification new products for new markets.
Marketing’s
Marketing’s Role
Role in
in Strategic
Strategic
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Planning
Planning
• Process of Selecting Target Consumers
– Market Segmentation:
Segmentation determining distinct groups of
buyers (segments) with different needs.
– Market Targeting:
Targeting evaluating and selecting which
target segments to enter.
– Market Positioning:
Positioning products distinctive and
desirable place in the minds of target segments
compared to competing products.
• Marketing Strategies for Competitive Advantage
– Market-Leader
– Market Challenger
– Market-Follower
– Market-Nicher
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The
The Marketing
Marketing Process
Process
10
M lan
si g
l y ti n
ar n
P
s
ke in
na e
A ark
Product
tin g
M
g
Target
Suppliers Place Consumers Price Publics
n
ti o
en ing
M Con
Promotion
ar tr
ta
em et
ke ol
pl rk
ti n
Im Ma
g
Political- Social-
Legal Competitors Cultural
Environment Environment
Marketing
Marketing Mix-
Mix- The
The Four
Four P’s
P’s
2-
2-11
11
Price
Product
“Goods-and-service” Amount of money
combination that a that consumers
company offers a have to pay to obtain
target market the product
Target
Customers
Intended
Positioning
Marketing
Marketing Analysis
Analysis of
of Company’s
Company’s Situation
Situation
Control
Marketing
MarketingPlanning
Planning Marketing
Marketing
Implementation
Implementation Measure
Develop
DevelopMarketing
Marketing Results
Strategies
Strategiesto
to Turn
TurnMarketing
MarketingPlans
Plans
Achieve
AchieveMarketing
Marketing into
into Evaluate
Objectives
Objectives Action
ActionPlans
Plans Results
to
toAchieve
Achieve
Develop
Develop Marketing
Marketing
Marketing Objectives Take
Marketing Objectives Corrective
Plans
Plans&& Budget
Budget Action
Elements
Elements of
of aa Marketing
Marketing Plan
Plan
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13
Executive Summary
Current Marketing Situation
Threats and Opportunities
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls
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2-14
Marketing
Marketing Implementation
Implementation
14
Marketing
Marketing Strategy
Strategy
Decision
and
Reward Human
Organizational
Resources
Structure
Implementation
Marketing
Marketing Performance
Performance
Marketing
Marketing Control
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2-15
Control
15
Set
Set Marketing
Marketing Goals
Goals
Measure
Measure
Performance
Performance
Evaluate
Evaluate
Performance
Performance
Take
Take Corrective
Corrective
Action
Action
Marketing
Marketing Audits
Audits
2-
2-16
16
Environment
Function Strategy
Types
Types
of
of Marketing
Marketing
Audits
Audits
Productivity Organization
Systems