100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary strategic marketing: CH1-CH10 $10.06
Add to cart

Summary

Summary strategic marketing: CH1-CH10

 31 views  0 purchase
  • Course
  • Institution

I summarized all the powerpoints from Canvas and put them in one document, CH1-CH10. There are also examples that were cited in the lesson. The summary is complete! I passed with distinction.

Preview 4 out of 49  pages

  • December 8, 2020
  • 49
  • 2020/2021
  • Summary
avatar-seller
H1: New Urgency, New
Possibilities
1: Marketing planning: value, purpose and contents
Marketing is everywhere
 Businesses must fight to cath the customer’s eye

Marketing planning is important
- Customers have more information, more choices, higher expectations, more power, and
more involvement
- Stakeholders are looking for companies to make a difference

Shareholders: about the money
Stakeholders: everyone who has a connection with the company

Get your customers involved in your marketing (a two-way communication)

Customers demand transparency
- Received benefits vs perceived total price
- Creating value = satisfying customer’s needs
- Marketing is all about creating, communicating, delivering and exchanging offerings that
provide value
- Marketing = a promise

Providing value through satisfying customers’ needs

Purpose of marketing planning
o Strategic > 1 year
o Tactical = 1 year
o Operational < 1 year
- To provide a framework for guiding the company toward its objectives
- A structured process helps you identify, assess and select appropriate marketing
opportunities and strategies

Contents of a marketing plan
- Executive summary
- Current situation
- Objectives and issues
- Target market, customer analysis and positioning
- Marketing strategy
- Marketing programs
- Financial and operational plans
- Metrics and implementation
 Strategic marketing plan should look like this

2: Developing a marketing plan
Get a fresh perspective by creating a new plan every year, rather than adapting last year’s plan.

,Step 1: Research and analyze the current situation
Get a fresh perspective by creating a new plan every year, rather than adapting last year’s plan.

The marketer performs:
- Externel analysis
- Internal analysis

Externel analysis involves the understandig of:
- Demographic
- Economic
- Technological
- Political-legal
- Ecological
- Social-cultural
- Competitors

Internal analysis
 Marketers also assess the firm’s capabilities and the strategies of competitors in order to:
- Build on strengths
- Exploit competitors’ weaknesses

Step 2: Understand markets and customers
- Consumers or businesses
- Comprehensive understanding is desired
o Buying habits and behaviors
o Who? What? Where? When? Why? How?
o Are buying patterns changing? Why?

Example: McDonald’s  GLOCAL = as global as possible, as local as needed
 Elke site is aangepast aan het land

Step 3: Plan segmentation, targeting and positioning
Purpose of segmentation: to group customers with similar needs, wants behavior or attitudes

Targeting: the selection of specific segments for marketing

Positioning: a competitively distinctive place (position) in the mind of the targeted customers
- Vb: M&M’s
o Sales stagnation in chocolate market
o Higher market share for competitors
o Sales decrease of more than $23 million between 1995 and 1997
o Urgency and call for action
 Chocolate is fun and impulsive
 Chocolate is colourful
 M&M’s are different

,Marketing planning is important
- Customers have more information, more choices, higher expectations, more power, and
more involvement
o Proof?
o Examples?
- Stakeholders are looking for companies to make a difference
o What’s in it for me?
o More and more involved in the company

Step 4: Plan direction, objectives and marketing support
Goals: long-term targets
Objectives: shorter-term targets

Sustainable marketing:
- Balancing long-term goals with short-term objectives and budget realities
- Responsible to the larger society

Step 5: Develop marketing strategies and programs
- Consistent with the firm’s overall direction, goals and strategies
- Utilizing the tools of the ‘marketing mix’, enhanced by service
o Increasing use of ‘three screens’: TV, cell phone and computer
- Includes the development of strategic alliances with suppliers, partners and channel partners

Step 6: Plan metrics and implementation control
Metrics: numerical measures of performance-related activities and outcomes

Metrics include:
- Return on marketing investment (ROMI)
- Market share
- Cost per customer acquired

Marketing control: measuring interim performance against metrics, diagnosing any performance
issues and making change as needed

3: Preparing for marketing planning
Primary marketing tools
- Product
- Place
- Price
- Promotion

Support strategies: customer service

, 4 guiding principles for effective marketing planning:
1. Anticipate change
o Do not copy but innovate
2. Engage everyone
o All stakeholders
o Consumers
o Employees
3. Seek alliances
o When you can’t manage on your own
4. Make marketing meaningful
o Make it liked
o Make it useful


H2: Analysing the current
situation
1: Environmental scanning & SWOT analysis
Involves the analysis of both:
- Internal factors
- External factors

The macro- and micro-environments

 To formulate a flexible and practical marketing plan, one needs to properly track and differentiate
between macro-environmental and micro-environmental factors:
- Macro-environmental factors
o = broad forces that impact overall marketing strategy and performance
 Demographic
 Economic
 Ecological
 Technological
 Political-legal
 Social-cultural forces
- Micro-environmental factors
o = more directly influence marketing strategies and activities
 Customers
 Competitors
 Channel members, partners, suppliers and employees

SWOT analysis
- Strengths
- Weaknesses
- Opportunities
- Threats

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller MargauxBeerts1. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $10.06. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

53068 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$10.06
  • (0)
Add to cart
Added