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Marketing Principles - Chapter 2 Slide 1 Marketing Principles - Chapter 2 Slide 2 Marketing Principles - Chapter 2 Slide 3 Marketing Principles - Chapter 2 Slide 4 Marketing Principles - Chapter 2 Slide 5 Marketing Principles - Chapter 2 Slide 6 Marketing Principles - Chapter 2 Slide 7 Marketing Principles - Chapter 2 Slide 8 Marketing Principles - Chapter 2 Slide 9 Marketing Principles - Chapter 2 Slide 10 Marketing Principles - Chapter 2 Slide 11 Marketing Principles - Chapter 2 Slide 12 Marketing Principles - Chapter 2 Slide 13 Marketing Principles - Chapter 2 Slide 14 Marketing Principles - Chapter 2 Slide 15 Marketing Principles - Chapter 2 Slide 16
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Marketing Principles - Chapter 2

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Marketing Principles - Material for BBA / MBA - Chapter II

Marketing Strategy Definition. Principles of STP model: Segmentation, Targeting, Positioning. Principles of 4Ps model: Product, Place, Promotion, and Price.
Comments are welcome to improve the content!

Francois Gaucher
Aperto Libro Academy

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Marketing Principles - Chapter 2

  1. 1. Chapter 2- slide 1 Principles of Marketing Chapter II Marketing Strategy and Corporate Strategy
  2. 2. Chapter 2- slide 2Francois Gaucher - Principals of Marketing Corporate and Marketing Strategy • Understand the Marketing role in the companywide strategic planning. Topic Outline
  3. 3. Chapter 2- slide 3Francois Gaucher - Principals of Marketing Corporate and Marketing Strategy Corporate Strategic planning:  The process of determining a company's long-term goals and identifying the best approach for achieving those goals by considering the environment opportunities and threats and the firm’s strengths and weaknesses.  “Long Term” oriented (Time is culture-bound term)  3 to 5 years (western countries)  Beyond 10 years in Asian countries Strategic Planning and Marketing Strategy
  4. 4. Chapter 2- slide 4Francois Gaucher - Principals of Marketing Corporate and Marketing Strategy Marketing Strategy:  Defines the selected customers to target, the product positioning, and the ideal product mix (product, price, promotion, place), and other action programs to reach corporate goals.  The marketing strategy is set out in a marketing plan. Strategic Planning and Marketing Strategy
  5. 5. Chapter 2- slide 5Francois Gaucher - Principals of Marketing Corporate and Marketing Strategy Strategic Planning and Marketing Strategy Corporate Level Functional Level Corporate Strategic Planning Corporate Strategic Planning Functional Srategies: Marketing Strategy, HR Strategy, IT Strategy, Production Strategy, etc. Functional Srategies: Marketing Strategy, HR Strategy, IT Strategy, Production Strategy, etc.
  6. 6. Chapter 2- slide 6Francois Gaucher - Principals of Marketing Corporate and Marketing Strategy Business objectives •Increase market share by 10% with new products •Invest in R&D to develop new products •Improve profits by 2% Marketing objectives •Increase promotion budget •Hire new sales force •Increase pricing of slow moving items •Invest in social media and CRM to innovate through crowd sourcing. Strategic Planning and Marketing Strategy
  7. 7. Chapter 2- slide 7Francois Gaucher - Principals of Marketing Marketing Organization and Strategy Marketing Department Organization Functional OrganizationFunctional Organization Geographic OrganizationGeographic Organization Business Unit / Product OrganizationBusiness Unit / Product Organization Market /Customer OrganizationMarket /Customer Organization MixedOrganizationMixedOrganization
  8. 8. Chapter 2- slide 8Francois Gaucher - Principals of Marketing Marketing Organization and Strategy • The most common form of marketing organization is the functional organization. Under this organization functional specialists head the various marketing activities. Marketing Department Organization Chief Marketing Officer Supermarkets CRM Pricing Simulations Category Management Referencing Promotions Stores location and Layouts
  9. 9. Chapter 2- slide 9Francois Gaucher - Principals of Marketing Principals of Marketing Components of Marketing Strategy
  10. 10. Chapter 2- slide 10Francois Gaucher - Principals of Marketing Marketing Organization and Strategy The Marketing Strategy is defined by the STP model and the 4 Ps model Developing the Marketing Strategy STP model 4Ps model Marketing Strategy is about segmenting the market, targeting the right customers, and positioning your products/services correctly on the targeted market.
  11. 11. Chapter 2- slide 11Francois Gaucher - Principals of Marketing Marketing Organization and Strategy Identify your market segments “you cannot please everyone” Developing the Marketing Strategy Market Segmentation • Identify bases for Segmentation • Determine important characteristics of each market segments Market Targeting • Evaluate attractiveness of each segments • Select one or more segments Market Positioning • Develop detailed product positioning for each segments • Develop a marketing Mix for each segment zero in on the segments that you feel will be the most profitable for your business how to place your product effectively in front of the market segments you selected? How your product stands out from competitors?
  12. 12. Chapter 2- slide 12Francois Gaucher - Principals of Marketing Marketing Organization and Strategy • Product positioning must be supported by the marketing mix Developing the Marketing Mix
  13. 13. Chapter 2- slide 13Francois Gaucher - Principals of Marketing Marketing Organization and Strategy • Marketing mix: One of the major concepts in modern marketing • Marketing mix is the set marketing tools under the firm control: Product, Price, Place, and Promotion. • The firm blends these variables to produce the response it wants in the target market Developing the Marketing Mix
  14. 14. Chapter 2- slide 14Francois Gaucher - Principals of Marketing Marketing Organization and Strategy • Product. the goods-and-services combination the company offers to the target market. • Price. the amount of money customers pay to obtain the product. • Place. company activities that make the product available to target consumers. • Promotion. activities that communicate the merits of the product and persuade target customers to buy it. Developing the Marketing Mix
  15. 15. Chapter 2- slide 15Francois Gaucher - Principals of Marketing Marketing Organization and Strategy Developing the Marketing Mix PRODUCT Quality Design Brand name Features Packaging Services PRICE List Price Discounts Credit Terms Entrance into the market PLACE Channels Coverage Transportation Locations Logistics PROMOTION Advertising Personal selling Direct Marketing Sales Promotion Public relations
  16. 16. Chapter 2- slide 16Francois Gaucher - Principals of Marketing Marketing Organization and Strategy Understand the Customer and Marketplace Design a Marketing Strategy Construct the Marketing Plan Build Customer Relationships Capture Value 11 22 33 44 55 ResearchResearch Marketing Information System Marketing Information System Segmenting & Targeting Segmenting & Targeting Value Proposition: Differentiating and Positioning Value Proposition: Differentiating and Positioning Product and Service design Product and Service design PricingPricing Place (Distribution) Place (Distribution) Promotion: communicate the value proposition Promotion: communicate the value proposition Customer Relationship Management Customer Relationship Management Partners Relationship Management Partners Relationship Management Create Satisfied, Loyal customers Create Satisfied, Loyal customers Capture Customer Lifetime Value Capture Customer Lifetime Value Increase share of Market and share of Customer Increase share of Market and share of Customer The Marketing Process Analyzing the Marketing Environment Analyzing the Marketing Environment Manage Relationships Capture Value Create Value
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Marketing Principles - Material for BBA / MBA - Chapter II Marketing Strategy Definition. Principles of STP model: Segmentation, Targeting, Positioning. Principles of 4Ps model: Product, Place, Promotion, and Price. Comments are welcome to improve the content! Francois Gaucher Aperto Libro Academy

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