Академический Документы
Профессиональный Документы
Культура Документы
STRATEGIC
PLANNING IN
CONTEMPOR
ARY
MARKETING
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Reserved.May not be copied, scanned, or
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Objectives
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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Objectives
4. Describe successful planning tools and
techniques, including Porters Five
Forces model, first and second mover
strategies, SWOT analysis, and the
strategic window.
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
Objectives
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
Tactical Planning
Guides the
implementation of
activities specified
in the strategic
plan
Addresses shorterterm actions
Provides long-term
direction for its
decision makers
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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Resources
include:
Production
Marketing
Finance
Technology
Employees
Strengths help
planners:
Set objectives
Develop plans
Take advantage of
marketing
opportunities
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
14
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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SWOT Analysis
Helps planners compare internal
organizational strengths and
weaknesses with external
opportunities and threats
Provides managers with a critical view of
the organizations internal and external
environments
Helps them evaluate the firms
fulfillment of its basic mission
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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Elements of a Marketing
Strategy
The target market
Marketing mix variables
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distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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Product Strategy
Deciding what goods or services the firm
should offer to a group of consumers
Customer service
Package design
Brand names, trademarks, patents, and
warranties
Lifecycle of a product
Product positioning
New-product development
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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Distribution Strategy
Consumers find their products in the
proper quantities at the right times
and places
Involves modes of transportation,
warehousing, inventory control, order
processing, and selection of
marketing channels
Technology has opened new channels
of distribution in many industries
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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Promotion Strategy
Communication link between sellers
and buyers
Firms may communicate messages:
Directly through salespeople
Indirectly through advertisements and
promotions
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Pricing Strategy
Deals with methods of setting
profitable and justifiable prices
Subject to regulation and public
scrutiny
A good pricing strategy:
Creates value for customers
Builds and strengthens customer
relationships with a firm and its products
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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Competitive
Political-legal
Economic
Technological
Social-cultural
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
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Nederlander Video
http
://www.cengage.com/marketing/book_content/boone_9781133
628460/videos/ch02.html
2016 Cengage Learning.All Rights Reserved.May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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