Strategic Planning and the Marketing Management Process © 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter One Marketing concept, Customer needs, The American Marketing Association,

1 - 3 The Marketing Concept An organization should seek to make a profit by serving the needs of customers The purpose of the marketing concept is to rivet the attention of marketing managers on serving broad classes of customer needs The principal task of the marketing function operating under the marketing concept is to find effective and efficient means of making the business do what suits the interests of customers

1 - 4 What is Marketing? “The process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.” - The American Marketing Association

1 - 5 Selling is only the tip of the iceberg. “There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker

1 - 6 Developing the “Right” product

1 - 7 What is Marketing Management? “Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

1 - 8 What is Strategic Planning? The objectives and strategies established at the top level provide the context for planning in each of the divisions and departments by divisional and departmental managers

1 - 9 Major Types of Marketing TypeDescription ProductMarketing designed to create exchange for tangible products ServiceMarketing designed to create exchanges for intangible products PersonMarketing designed to create favorable actions toward persons PlaceMarketing designed to attract people to places CauseMarketing designed to create support for ideas, causes, or issues or to get people to change undesirable behaviors OrganizationMarketing designed to attract donors, members, participants, or volunteers

Strategic Planning and Marketing Management Includes all activities that lead to the development of a clear organizational mission, objectives, and appropriate strategies Plays a key role in achieving an equilibrium by balancing acceptable financial performance Prepares for inevitable changes in markets, technology, and competition, as well as in economic and political arenas

The Strategic Planning Process Mission statement -In developing a mission statement, management must take into account three key elements The organization’s history The organization’s distinctive competitiveness The organization’s environment Mission statement should be -Achievable -Motivational -Specific

The Strategic Planning Process

The Strategic Planning Process Create discrete objectives -The end-points of an organization’s mission are what it seeks through on-going, long-run operations Organizational strategy -Involves the choice of major directions the organization will take in pursuing its objectives.

The Strategic Planning Process Create marketing strategy Organizational growth strategies

The Strategic Planning Process Organizational growth based on products and markets -Four paths organizations take in order to grow Market penetration strategies Market development strategies Product development strategies Diversification Organizational strategies based on competitive advantage -Competitive advantage is an ability to outperform competitors in providing something that the market values -Porter suggests strategies based on cost leadership or a strategy based on differentiation

The Strategic Planning Process Organizational strategies based on value -“Customer value” has become critical for marketers as well as customers -To succeed firms must seek to build long-term relationships with their customers by offering unique value

The Strategic Planning Process Choosing an appropriate strategy -Management should select those strategies consistent with its mission and capitalize on the organization’s distinctive competencies -A sustainable competitive advantage can be based on either the assets or skills of the organization -The key to sustaining a competitive advantage is to continually focus and build on the assets and skills that will lead to long-term performance gains

The Value Delivery Process

The Strategic Planning Process Organizational portfolio plan -Organizations at a particular time are a portfolio of businesses that is, product lines, divisions, schools -Management must decide which businesses to build, maintain, or eliminate, or which new businesses to add -Organizations can create strategic business units (SBU) which could be a single product, product line, or division

The Marketing Management Process Strategic planning and marketing planning

The Marketing Management Process Situation analysis -The cooperative environment -The competitive environment -The economic environment -The social environment -The political environment -The legal environment

Holistic Marketing Dimensions

A Holistic Marketing Framework

The Marketing Management Process Marketing planning -Establishing marketing objectives -Selecting target market -Developing marketing mix

The Marketing Management Process Implementation and control of marketing plan -Implementing the marketing plan involves putting the plan into action and performing marketing tasks according to the predefined schedule. -Controlling the marketing plan involves three basic steps The results of the implemented marketing plan are measured These results are compared with objectives Decisions are made on whether the plan is achieving objectives.

The Marketing Management Process Marketing information systems and marketing research -Throughout the marketing management process, current, reliable, and valid information is needed to make effective marketing decisions

The Marketing Management Process Strategic planning is a top-management responsibility All strategic planning has marketing implications Marketing objectives and strategies must be derived from the strategic plan Planning done in all functional areas of the organization should be derived from strategic plan

The Marketing Management Process Marketing’s role in cross functional strategic plan

Portfolio Model

Portfolio Model

Industry attractiveness at Industry attractiveness -Market size -Market growth -Profitability -Cyclicality -Ability to recover from inflation -World scope

Business strength at Business strength -Market position Domestic market share World market share Share growth Share compared with leading competitor -Competitive strengths Quality leadership Technology Marketing Relative profitability