In your groups…

• Exchange information on your homework

regarding the tool box.
• Which models were you able to identify from
the reading.
• How did you populate the toolbox table.
• Be ready to share one with the group.
• 10 minutes

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 1 of 25

The (Strategic) Marketing Process

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 25

 The Marketing Process (in theory)

Third party use strictly forbidden unless prior written permission has been obtained by Peter Lange
Step 1: Understand the marketplace and
customer needs and wants
Step 2: Design a customer-driven marketing
strategy
Step 3: Construct an integrated marketing
program that delivers superior value
Step 4: Build profitable relationships and create
customer delight
Step 5: Capture value from customers to create
profits and customer equity
 Marketing Method in Practice

Third party use strictly forbidden unless prior written permission has been obtained by Peter Lange
 This process explains the steps and adds some tools that
can be used to navigate the Marketing Strategy Problem

Third party use strictly forbidden unless prior written permission has been obtained by Peter Lange
Figure A Schematic of Marketing Process3

M a r k e tin g A n a ly sis (T h e 5 C ’s)

C u sto m er s C om pany C o m p e tito r s C o lla b o r a to rs C o n te x t

T arget P ro d u ct a n d
M arket
M arket S e r v ic e
Segmentation
S e le ctio n P o sitio n in g
Creating
V a lu e M a r k e tin g M ix (T h e 4 P ’s)

P r o d u c t & S e r v ic e P la c e /C h a n n e ls P r o m o tio n

Capturing P r ic in g
V a lu e

Sustaining C u sto m e r Customer

Acquisition Retention
V a lu e
P r o fits

fromDolan, R. (1997) "Note on Marketing Strategy." Harvard Business School Background Note 598-061, October
1997. (Revised November 2000.)
Answering the question “What value for whom?” is
central to Strategic Marketing!
 5C Framework

Third party use strictly forbidden unless prior written permission has been obtained by Peter Lange
• What need(s) do we seek to satisfy?
Customer Needs
• What special competencies do we possess to
Company Skills satisfy these needs?

• Who competes with us in meeting those

Competition needs?

• Who should we enlist to help us and how will

Collaborators we motivate them?

• What cultural, technological, and legal factors

Context limit what’s possible?
 The 5C Framework is a proven and pragmatic tool
to analyze the Market Environment

Third party use strictly forbidden unless prior written permission has been obtained by Peter Lange
• What need(s) do we seek to satisfy?
Customer Needs
• What special competencies do we possess to
Company Skills satisfy these needs?

• Who competes with us in meeting those

Competition needs?

• Who should we enlist to help us and how will

Collaborators we motivate them?

• What cultural, technological, and legal factors

Context limit what’s possible?

Continue the analysis until you find satisfactory answers to these

key questions (it is not about listing bullet points!!!)
MARKETING
See
SeeVIU
VIULearn
Learn PLAN STRUCTURE

The most
frequently cited
shortcomings of
current marketing
plans, according
to marketing
executives, are
lack of realism,
insufficient
competitive
analysis, and a
short-run focus