Transcript Unit 1: Chapters 1-2

3-1
Chapter 3 Objectives
Discuss
corporate and division
strategic planing.
List major steps in planning the
marketing process.
Determine how a company can
effectively manage the marketing
process.
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Let’s
Discuss
3-2
Some Terms to Learn...
Describe what might happen in each
of the following steps in strategic planning:
Strategic plan
Division plan
Business unit strategic plan
Marketing plan
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Planning, Implementation, and
Control Process
Planning
Implementation
Corporate
planning
Organizing
Division
planning
Business
planning
3-3
Control
Measuring
results
Diagnosing
results
Implementing
Product
planning
To accompany A Framework for Marketing Management by Kotler
Taking
corrective
action
© 2001 Prentice Hall
Let’s
Discuss
Corporate Headquarters
Planning
3-4
 Why
might a corporation’s mission
change over time?
 What can a good mission statement
yield a business?
 What are four different types of
competitive scopes of a company?
 Discuss distinct differences
between vertical scope and
geographical scope.
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Market Growth Rate
The Boston Consulting
Group’s Growth-Share Matrix
20%18%16%14%12%10%8%6%4%2%0
Stars
4
5
3-5
Question marks
3
? 2?
Dogs
Cash cows
1
8
7
6
10x 4x 2x 1.5x 1x
.5x .4x .3x .2x .1x
Relative Market Share
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Quick
Quiz
3-6
The General Electric
Model
Describe
market attractiveness
and business strength.
What would be benefits of the GE
and the BCG models?
In what areas are the models
weak?
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Three Intensive Growth Strategies:
Ansoff’s Product-Market Expansion
Grid
Existing
products
New
products
Existing
markets
Market
penetration
Product
development
New
markets
Market
development
Diversification
To accompany A Framework for Marketing Management by Kotler
3-7
© 2001 Prentice Hall
3-8
Strategy Formulation
Good
strategies to think about:
Overall cost leadership,
differentiation, and focus.
Firms that do not produce clear
strategies do not perform well.
Let’s think -- how could the
internet make strategy formulation
more challenging?
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Quick
Quiz
Steps in the
Marketing Process
3-9
Describe each step in the
marketing process:
Analyzing market opportunities
Develop marketing strategies
Plan a marketing program
Manage the marketing effort
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
3-10
The Marketing Plan
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Organization of the
Marketing Department
3-11
Functional organization
Geographic orientation
Product or brand organization
© Procter & Gamble
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
3-12
Global Organization
Export department
International division
Functional specialists and
geographic units
Global organizations
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Evaluating and Controlling
the Marketing Process
3-13
Annual-plan control
• Set goals
• Monitor performance
• Determine deviations
• Take corrective action
Profitability control
• Identify expenses
• Measure expense
• Prepare profit/loss
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall
Evaluating and Controlling
the Marketing Process
3-14
Efficiency control
•Improve marketing efficiency
Strategic control
•Review for effectiveness
•Conduct marketing audit
•Rates performance
•Reviews for ethics and social responsibility
To accompany A Framework for Marketing Management by Kotler
© 2001 Prentice Hall