Chapter 6 Information System & Marketing Research-Marketing Management
Marketing Management-Chapter 2
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Transcript of Marketing Management-Chapter 2
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By :
Lois Permanita Sinuraya
&
Kiki Melina
Marketing Management-Kotler Keller 13rd Edition- Chapter 2 1
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Chapter 2
Developing Marketing Strategies and Plans
( Mengembangkan Strategi dan Rencana Pemasaran )
KOTLER KELLER
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How does marketing affect customer value?
Bagaimana Pemasaran mempengaruhi Nilai Pelanggan ?
How is strategic planning carried out at different levels of the organization?
Bagaimana perencanaan strategis dilaksanakan pada berbagai tingkat organisasi yang berbeda ?
What does a marketing plan include? Apa cakupan rencana pemasaran ?
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Choosing the Value Providing the Value Communicating the Value
Three V’s Approach to Marketing
( Nirmalaya Kumar –london business school )
Define the value segment or customer Define the value proposition Define the value network
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The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of
primary and support activities performed to design, produce, market,
deliver, and support its product.
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Market-sensing process New-offering realization process Customer acquisition process Customer relationship management
process Fulfillment management process
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A source of competitive advantage Applications in a wide variety of markets Difficult to imitate
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What can we learn from the past? What should the present be evaluated? What do we envision for the future?
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Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities
with the purpose of building long-term, mutually satisfying relationships and
coprosperity among key stakeholders.
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A marketing plan is the central instrument for directing and
coordinating the marketing effort. It operates at a
strategic and tactical level.
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StrategicTarget marketing
decisionsValue propositionAnalysis of
marketing opportunities
TacticalProduct featuresPromotionMerchandisingPricingSales channelsService
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Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities
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Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
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Industry Products Competence Market segment Vertical channels Geographic
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Company Product Market
Missouri-Pacific Railroad
We run a railroad
We are a people-and-goods mover
Xerox We make copying equipment
We improve office productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures
We make movies
We entertain people
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Customer groups Customer needs Technology
Customer group & needs are endure forever
Products are transient technology should be always change
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It is a single business or collection of related businesses
It has its own set of competitors It has a leader responsible for strategic
planning and profitability
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Assessing Growth Opportunities
Intensive Growth Integrative Growth Diversification Growth
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Marketing Management-Kotler Keller 13rd Edition- Chapter 2
1. MARKET PENETRATION -
STRATEGY
2. PRODUCT – DEVELOPMENT
STARTEGY
3. MARKET - DEVELOPMENT
STRATEGY
( DIVERCIFICATION STRATEGY )
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Corporate culture is the shared experiences, stories, beliefs, and norms
that characterize an organization.
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Avoid the innovation title for the team Use the buddy system Set the metrics in advance Aim for quick hits first Get data to back up your gut
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Can the benefits involved in the opportunity be articulated convincingly to a defined target market?
Can the target market be located and reached with cost-effective media and trade channels?
Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?
Can the company deliver the benefits better than any actual or potential competitors?
Will the financial rate of return meet or exceed the company’s required threshold for investment?
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Unit’s objectives must be hierarchical
Objectives should be quantitative
Goals should be realistic
Objectives must be consistent
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Marketing Management-Kotler Keller 13rd Edition- Chapter 2
key to be succes :
“ wisdom, integrity & innovation “- Ciputra -
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Overall cost leadership
Differentiation
Focus
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Product or service alliance
Promotional alliance
Logistics alliances
Pricing collaborations
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Marketing Management-Kotler Keller 13rd Edition- Chapter 2
Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
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