Giáo trình: Marketing Management_ Chapter 02

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Giáo trình: Marketing Management_ Chapter 02

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Tài liệu giáo trình môn Marketing management_ Chapter " A Strategic Marketing Framework ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...

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Nội dung Text: Giáo trình: Marketing Management_ Chapter 02

  1. A Strategic Marketing Framework Chapter 2 2-1
  2. Key Learning Points Elements of a complete marketing strategy Developing a value proposition Developing competitive advantage Positioning products and services The product life cycle and how it affects marketing strategies 2-2
  3. Figure 2-1: A Complete Marketing Strategy 2-3
  4. Marketing Strategy Objectives – Mission statements describe the customer orientation or business philosophy – Corporate objectives state the overall goals to be achieved in financial terms 2-4
  5. Marketing Strategy Characteristics of well-written objectives: – Lists a quantified standard of performance – Designates a clear time frame – States goal in measurable terms – Should be challenging but realistic 2-5
  6. Marketing Strategy Customer and competitor targets – Which customer groups should be targeted? • Begin by considering the strategic alternatives outlined in Figure 2.2 2-6
  7. Figure 2-2: Strategic Alternatives 2-7
  8. Marketing Strategy Targeting the Key Strategies company’s own customers Market – Should be a high priority Penetration Targeting competitor’s customers Market – Riskier and more expensive strategy Development – Common in slow growth markets – Price promotions are key 2-8
  9. Marketing Strategy Targeting nonbuying Key Strategies customers in currently targeted segments Market – Is it profitable? Penetration Targeting new customers in new Market segments Development – Will it require the introduction of new or modified products? 2-9
  10. Marketing Strategy Market Development Strategies: Entering Foreign Markets – Requires decisions related to: • The choice of country or countries to enter • The timing of the entry • How to operate in the chosen countries – Five factors should be considered when deciding how to enter a foreign market 2 - 10
  11. 2 - 11
  12. Marketing Strategy Product Features – After formulating objectives and determining customer and competitor targets, the next key decision is to select the specific features to include in the product. 2 - 12
  13. Marketing Strategy Product Features – Different features are often used to attract different segments. – Features may be product-specific or package-related. – Creating several versions of a manufactured good can be very expensive. – Services and information packages are more easily tailored. 2 - 13
  14. Discussion Question Ketchup, margarine, and even peanut butter have successfully used packaging innovations, such as the squeeze container, to appeal to new markets. Can you think of a current product that could appeal to a different market segment if the packaging were changed in some fashion? Explain. 2 - 14
  15. Marketing Strategy Core Strategy The Value Proposition Differentiation Product Positioning 2 - 15
  16. Marketing Strategy Summarizes into a Core Strategy single paragraph: – The customer The Value – The competitive Proposition targets Differentiation – The customer’s reason for buying Product your brand Positioning Forms the basis for the marketing mix 2 - 16
  17. Product & Service Decisions Value Proposition For (target segment n), the (product/brand name) is a (product category) that unlike (competitor targets), (statement of primary differentiation). 2 - 17
  18. Marketing Strategy Competitive Core Strategy advantages (CA) should have three The Value characteristics: Proposition – CA should generate customer value Differentiation – Increased value must be perceived by the Product consumer Positioning – CA should be difficult to copy 2 - 18
  19. Product & Service Marketing Strategy Decisions Key Decisions Approaches to General Creating Competitive Advantage Cost- or price-based advantage Quality-based or differentiation advantage Perceived quality or brand- based advantage 2 - 19
  20. Marketing Strategy Cost- or Price-Based Advantage – Difficult to achieve – Two primary methods of creating a cost- or price-based advantage: • Being the largest producer and benefiting from economies of scale • Taking advantage of the experience curve – Strict cost control can also help smaller firms or those with less experience to develop a cost-based advantage 2 - 20
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