MARKETING MANAGEMENT

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MARKETING MANAGEMENT

• SESSION 2
• STRATEGY PLANNING

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ON THE MENU TODAY

• Strategy Planning some definitions
• The planning process
• Where marketing fits
• Basic elements of marketing strategy

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STRATEGY PLANNING

• Planning is a process
• A strategy is a comprehensive action plan a
  company uses as a guideline in all its activities
  at one point in time
• Strategies are global or functional

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THE PLANNING PROCESS
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HIERARCHY OF OBJECTIVES
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ROLE OF MARKETING

• Ensure that the right product (service, idea)
  reaches
• the right market
• in the right form
• at the right place
• at the right time
• at the right price
• through the right promotion

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MARKETING STRATEGY

• Is not (directly) concerned with
• financial structure
• production process
• human ressources
• MIS
• other functional areas

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Generic Marketing Strategies
Four Basic Types of Opportunities
Present Products
New Products
Present Markets
New Markets
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MARKETING OBJECTIVES

• Sales objectives
• Market share objectives
• Contribution to profit objectives (gross margin)

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MARKETING OBJECTIVES

• Quantified
• Measurable
• Realistic
• Stimulating

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ELEMENTS OF MARKETING STRATEGY

• Segmentation
• Targeting
• Positioning
• Marketing Mix

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TARGET MARKETING

• Homogeneity of the target market allows
• unique marketing mix
• competitive advantage
• efficiency and efficacy

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THE MARKETING MIX
price
product
promotion
place
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NEXT CLASS

• Analyzing the business environment
• macro-environment
• competition
• Presentations and reports for Fottle
• Read article from Web site