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Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include?
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Siemens AG has grown through new product innovation and strategic acquisitions
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Tactical
Product features Promotion Merchandising Pricing Sales channels Service
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Corporate Headquarters Planning Activities Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities
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To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors, and society at large.
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Biocon
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eBay
We help people trade anything on earth. We will continue to enhance the online trading experiences of allcollectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.
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Table 2.3
Product Orientation vs. Market Orientation Company
Xerox
Columbia Pictures Encyclopedia Britannica Carrier
Product
We make copying equipment
We make movies We sell encyclopedias We make air conditioners and furnaces
Market
We improve office productivity
We entertain people We distribute information We provide climate control inside homes
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Customer groups
Customer needs
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Technology
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Characteristics of SBUs
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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Strategies Suggested by Ansoffs Product-Market Expansion Grid Market penetration Market development Product development Diversification
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SWOT Analysis
Strengths Weaknesses Opportunities Threats
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-31
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FedEx
FedEx added Sunday deliveries based on customer requests and market demand
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Differentiation
Focus
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Pricing Collaborations
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Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
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Marketing Debate
What good is a mission statement?
Take a position: 1. Mission statements are critical to a successful marketing organization. or 2. Mission statements rarely provide useful marketing value.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 2-42
Marketing Discussion
What implications do Porters value chain and the holistic marketing orientation model have for marketing planning?
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