Kotler MM 13e Overheads 02

2
Developing Marketing
Strategies and Plans

Marketing Management, 13th ed

Chapter Questions
• How does marketing affect customer
value?
• How is strategic planning carried out at
different levels of the organization?
• What does a marketing plan include?

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Three V’s Approach to Marketing
Define
Define the
the value
value segment
segment

Define
Define the
the value
value proposition
proposition

Define
Define the
the value
value network
network

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Core Business Processes
•
•
•
•

Market-sensing process
New-offering realization process
Customer acquisition process
Customer relationship management
process
• Fulfillment management process

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Figure 2.1 A Holistic Marketing Framework

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Levels of a Marketing Plan
• Strategic
• Target marketing
decisions
• Value proposition
• Analysis of

marketing
opportunities

• Tactical
•
•
•
•
•
•

Product features
Promotion
Merchandising
Pricing
Sales channels
Service

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Figure 2.2 The Strategic Planning,
Implementation,
and Control Processes

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Major Competitive Spheres
Industry
Geographical

Products

Vertical
channels

Competence
Market
segment

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Table 2.3
Product Orientation vs. Market Orientation
Company

Product

Market

Missouri-Pacific
Railroad

We run a railroad

We are a peopleand-goods mover

Xerox

We make copying
equipment

We improve office
productivity

Standard Oil

We sell gasoline

We supply energy

Columbia Pictures

We make movies

We entertain
people

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Dimensions That Define a Business

Customer
groups

Customer
needs

Technology

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Figure 2.3 The Strategic Planning Gap

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Figure 2.4
Ansoff’s Product-Market
Expansion Grid

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Figure 2.5 The Business Unit
Strategic Planning Process

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Figure 2.6 Opportunity Matrix

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Figure 2.6 Threat Matrix

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Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus

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Categories of Marketing Alliances
Product
Product or
or Service
Service Alliances
Alliances
Promotional
Promotional Alliances
Alliances
Logistics
Logistics Alliances
Alliances
Pricing
Pricing Collaborations
Collaborations

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Plan Contents

 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall