Transcript Chapter 1 Themes for Class Discussion

C
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1
ONE
Market-Oriented
Perspectives
Underlie Successful
Corporate,
Business, and
Marketing
Strategies
McGraw-Hill/Irwin
©2008 The McGraw-Hill Companies,
1-1
All Rights Reserved
IBM
Not Low Cost Vendor
Differentiate
R&D
Open Source
Advertising
Personal Selling
Trouble
PCs
Servers
Main Frames
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Sold PC Business
New e-business Emphasis
Hook old databases to online systems
Integrate Web Technology
Develop & run company Web sites
Embrace Smaller businesses
Scaled down versions
R&D Budget now focused on solving
business problems rather than
improving hardware
Reorganized internally
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Exhibit 1.3
Components of Strategy
Scope
Goals and objectives
Resource deployments
Identification of sustainable
competitive advantage
Synergy
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Discussion Question
2. What do marketers mean
when they say their firms are
market oriented?
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Discussion Questions
3. Does having a market
orientation make sense? What
are the advantages and
drawbacks?
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Successes
Chrysler Mini Van
Compaq’s PC network server
Failures
Edsel
New Coke
McDonald’s McLean
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Iomega
New Technology
External Storage device
Too Pricy
Too Heavy
Too Complicated
Zip Drive
Shorter PLC
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Discussion Question
4. What must marketing managers
understand to engage in effective
marketing practice?
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Discussion Question
5. Which should come first – the
customer need or the product
idea?
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Discussion Question
6. Why do some firms lack
orientation towards the
market?
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Why aren’t firms Market oriented?
Orientation
Product
Production
Sales
Different stages of development across
Industries and Global Markets
Strategic Inertia
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Discussion Question
7. What sort of decisions must
marketing managers make to
effectively serve customer
needs?
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Other Issues affecting Marketing
Globalization
Growth of the Service Sector
Rapid development of new information
and communications technologies
Growing importance of relationships
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Discussion Question
8. So, if one were to plan the
various things to be done to
market a new product, what
are the basic elements that
such a plan would consist of?
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Discussion Questions
9. Are planned results always
delivered in most
organizations? What else
might you want to include?
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Exhibit 1.10
Contents of a Marketing Plan
(1of 2 slides)
Executive summary
Current situation and trends
Performance review
Key issues
Objectives
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Exhibit 1.10
Contents of a Marketing Plan
(2 of 2 slides)
Marketing strategy
Action plans
Projected profit-and-loss
statement
Controls
Contingency plans
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