tailieunhanh - Lecture fundamentals of marketing - Lecture 4: Developing marketing strategies and plans

In this chapter, the following content will be discussed: How is strategic planning carried out at different levels of the organization? What does a marketing plan include? managing the marketing effort, measuring and managing return on marketing investment. | Developing Marketing Strategies and Plans LECTURE-4 1 How is strategic planning carried out at different levels of the organization? What does a marketing plan include? Managing the Marketing Effort Measuring and Managing Return on Marketing Investment Topic Outline In this chapter, we dig deeper into steps two and three of the marketing process: designing customer-driven marketing strategies and constructing marketing programs. First, we look at the organization’s overall strategic planning, which guides marketing strategy and planning. Next, we discuss how, guided by the strategic plan, marketers partner closely with others inside and outside the firm to create value for customers. We then examine marketing strategy and planning—how marketers choose target markets, position their market offerings, develop a marketing mix, and manage their marketing programs. Finally, we look at the important step of measuring and managing return on marketing investment (marketing ROI). 2 Planning Marketing Partnering to Build Customer Relationships Value delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system Marketing alone can’t create superior customer value. Under the company-wide strategic plan, marketers must work closely with other companies in the marketing system to create an overall external value delivery network that jointly serves customers. In its quest to create customer value, the firm needs to look beyond its own internal value chain and into the value chains of its suppliers, distributors, and, ultimately, its customers. More companies today are partnering with other members of the supply chain—suppliers, distributors, and, ultimately, customers—to improve the performance of the customer value delivery network. Competition no longer takes place only between individual competitors. Rather, it takes place between the entire value delivery networks . | Developing Marketing Strategies and Plans LECTURE-4 1 How is strategic planning carried out at different levels of the organization? What does a marketing plan include? Managing the Marketing Effort Measuring and Managing Return on Marketing Investment Topic Outline In this chapter, we dig deeper into steps two and three of the marketing process: designing customer-driven marketing strategies and constructing marketing programs. First, we look at the organization’s overall strategic planning, which guides marketing strategy and planning. Next, we discuss how, guided by the strategic plan, marketers partner closely with others inside and outside the firm to create value for customers. We then examine marketing strategy and planning—how marketers choose target markets, position their market offerings, develop a marketing mix, and manage their marketing programs. Finally, we look at the important step of measuring and managing return on marketing investment (marketing ROI). 2 Planning