Transcript Systematic Planning Models Marketing managers often use a

The Marketing
Plan
Part 2
Marketing Strategy
Marketing Strategy During
the Product Life Cycle
Exhibit 7.3
Branding Strategy
• Key Issues In Branding
– Brand Loyalty
– Brand Equity
– Brand Alliances
• Packaging and Labeling
– Packaging
• Protection, storage, convenience, etc.
– Labeling
• The Nutritional Labeling and Education Act of
1990
• Food Choking Prevention Act
Unique Characteristics of Services
and Resulting Marketing Challenges
Exhibit 7.6
Pricing Strategies (1 of 2)
• Base Pricing Strategies
–
–
–
–
–
–
Price Skimming
Penetration Pricing
Prestige Pricing
Value-Based Pricing (EDLP)
Competitive Matching
Non-Price Strategies
• Adjusting Prices in Consumer Markets
–
–
–
–
Promotional Discounting
Reference Pricing
Odd-Even Pricing
Price Bundling
Description of Common Pricing
Objectives
Exhibit 8.1
Strategic Issues in Distribution
and Supply Chain Management
• Marketing Channel Structure
– Exclusive Distribution
– Selective Distribution
– Intensive Distribution
• Channel Integration (three key factors)
– Connectivity
– Community
– Collaboration
• Creating and Enhancing Value in the
Supply Chain
Promotional Elements Used in IMC
Exhibit 10.1
Promotion Strategy Over
the Product Life Cycle
Exhibit 10.2
The Elements of
Marketing Implementation
Exhibit 11.3
A Framework for Marketing Control
Exhibit 11.6
Financial Assessment Tools (1 of 2)
• Contribution Analysis
– Attempts to determine the amount of output
(revenues) that can be expected from a given set
of inputs.
– The formula for contribution analysis:
• Response Analysis
– Addresses the question of incremental change.
The goal is to estimate accurate response
coefficients that can be used to predict the
change in sales volume based on a change in
one or more elements of the marketing mix.
Financial Assessment Tools (2 of 2)
• Systematic Planning Models
– Marketing managers often use a planning model
to estimate the financial effects of marketing
activities proposed in the marketing plan.
– The inclusion of a detailed planning model in the
marketing plan can assist the marketing
manager in convincing top executives that the
implications of the proposed marketing plan
have been considered carefully.
Financial Assessment Tools (2 of 2)
• Systematic Planning Models
– Marketing managers often use a planning model
to estimate the financial effects of marketing
activities proposed in the marketing plan.
– The inclusion of a detailed planning model in the
marketing plan can assist the marketing
manager in convincing top executives that the
implications of the proposed marketing plan
have been considered carefully.
Potential Ethical Issues in Marketing
Exhibit 12.2
Ethics, Social Responsibility,
and Marketing Performance
• Firms that are ethical and socially
responsible are rewarded with greater
marketing performance.
• Having a strong ethical climate:
– Increases employee commitment
– Is conducive to a strong market
orientation
– Creates trust among a firm’s
stakeholders
– Increases customer loyalty