Lecture Basic Marketing: A global managerial approach - Chapter 2: Strategic market planning and the evaluation of marketing opportunities

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After studying this chapter you will be able to: Know the variables that shape the environment of marketing strategy planning, understand why company objectives are important in guiding marketing strategy planning, understand target marketing, be familiar with the four Ps in a marketing mix,...

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Nội dung Text: Lecture Basic Marketing: A global managerial approach - Chapter 2: Strategic market planning and the evaluation of marketing opportunities

Chapter 2: Strategic Market Planning and the Evaluation of Marketing Opportunities For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Marketing Management Process Whole-Company Whole-Company Strategic Strategic Management Management Planning Planning Adjust Plans Marketing as Needed Marketing Planning Planning Control Control Marketing Marketing Implement ImplementMarketing Marketing Plan(s) Plan(s)and andProgram Program Plan(s) Plan(s) and and Program Program Exhibit 21 22 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
A Marketing Strategy The Marketing Mix C Exhibit 22 23 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
The Four Ps of the Marketing Mix Product Place C Price Promotion Exhibit 23 24 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Strategy Decision Areas Organized by the Four Ps Product Place Promotion Price Physical Goods Objectives Objectives Objectives Service Channel Type Blend Flexibility Features Market Exposure Salespeople Level over Quality Level Kinds of Kind Product Life Accessories Middleman Number Cycle Installation Kinds and Selection Geographic Instructions Locations of Training Terms Warranty Stores Motivation Discounts Product Lines How to Handle Advertising Allowances Packaging Transporting Targets Branding and Storing Kinds of Ads Service Levels Media Type Recruiting Copy Thrust Middlemen Who Prepares? Managing Sales Promotion Channels Publicity Exhibit 24 25 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Four Examples of Basic Channels of Distribution for Consumer Products Manufacturer or Producer Del Procter & CIBC Nissan Monte Gamble Wholesaler Wholesaler Wholesaler Retailer Retailer Retailer Consumer Exhibit 25 26 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Elements of a Firm’s Marketing Program Target Market Marketing + = Strategy Marketing Marketing Mix + = Plan A Firm’s Time-Related Details and Control + = Marketing Program Procedures Other Marketing Plans Exhibit 27 27 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Distribution of Different Firms Based on Marketing Performance Death-wish Best-practices marketing marketing 68% (Below (Above average) (Average average) Marketing (Well below Program) (Well above average) average) 2% 14% 14% 2% Total Poor Fair Good Exceptional Failure Exhibit 29 28 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Types of Opportunities Four Basic Types of Opportunities Present Products New Products Present Markets Market Product Penetration Development Market New Markets Diversification Development Exhibit 210 29 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Sales and Cost Curves of Two Strategies Product A Sales In this graphic, a Dollars Total cost toonarrow focus on the first year’s results might cause the marketing manager to abandon this product as too costly. 0 1 2 3 4 5 Years 210 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Evaluating Opportunities Industry Attractiveness High Medium Low High Business Strength Medium No Growth Low Borderline Growth Exhibit 213 211 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Considering International Opportunities ld Co va or Ad m n ta W pe g ler ti t e al ive Sm s ? Ea n d rl re y T St r ar tte t Be 212 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Continuum of Environmental Sensitivity Insensitive Sensitive Industrial Basic Consumer products commoditytype products that consumer are linked to products cultural variables Exhibit 214 213 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.