tailieunhanh - Marketing management Chapter 2

CHAPTER 2 DEVELOPING MARKETING STRATEGIES AND PLANS. A key ingredient of the marketing management process is insightful, creative marketing strategies and plans that can guide marketing activities. Developing the right marketing strategy over time requires a blend of discipline and flexibility. | wi Prt n IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1 . How does marketing affect customer value 2 How is strategic planning carried out at different levels of the organization 3 What does a marketing plan include CHAPTER 2 DEVELOPING MARKETING STRATEGIES AND PLANS A key ingredient of the marketing management process is insightful Creative marketing strategies and plans that can guide marketing activities. Developing the right marketing strategy over time requires a blend of discipline and flexibility. Firms must stick to a strategy but must also find new ways to constantly improve Marketing strategy also requires a clear understanding of how marketing works _ _ _ oik into a trendy Soho boutique in New York City end you might W see high-fashion Tshirts selling for 250. Go into an H M clothing . store and you can see a version of the same style for 25. Founded 55 years ego as a provincial Swedish clothing company H M Hennes and Mauritz has morphed into a clothing colossus with 950 stores in 19 countries and an ambitious plan to expand by WO stores a year. The reason H M has reached this point white so many other stores- such as once-hor Italian retailer Benetton have floundered is that rhe company has a dear mission and the creative marketing strategies and concrete plans with which to carry it out. Our business concept is to give the customer unbeatable value by offering fashion and quality at the best price is the H M mission as expressed on the company s Web site. Nothing could sound simpler. Yet fulfilling that mission requires a well-coordinated set of marketing activities. For instance it takes H M an average of three months to go from a designer s idea to a product on a store shelf and that time to market falls Aji H8M stare in Brussels. Belgium. 35 3 PAKT 1 UNDERSTANDING MARKETING MANAGEMENT to three weeks for fijgWashfon products H M is able to put products out quickly and inexpensively by having few middlemen and owning no factories .