1. Marketing Planning & the Internet
Internet influence on planning processes
Internet influence on implementation

2. The Importance of Strategy
To know where you’re going
Would you tell me, please, which way I ought to go from here? asked Alice.
That depends a good deal on where you want to get to, said the Cat.
I don’t much care where, said Alice.
Then it doesn’t matter which way you go, said the Cat.
(Carroll, AAinW)
To not get there alone
With others in the organization
Profitably…
To outlast your competition

3. Types of Planning Strategic Planning (where do you want to go?)
Firm-level thinking
Overarching goal of long-run survival
Relationship of firm to environment
Marketing Planning (how are you going to get there?)
 Strategic marketing
Product/market scope of a business
Where, when and how to compete
Marketing management (what do you have to do to follow that path?)
==> marketing plan (set of tactics)

4. The Role of Strategic Marketing
Within an SBU
Across the PLC
For the WWW
Internet complicates planning
Internet time issues
Global reach issues (new segments)
Convergence issues (online and offline)

5. The Purpose of Planning
Two primary activities
Defining opportunities and objectives
“What should we do?”
Leveraging resources
“How should we do it?”
Goal of competitive advantage
Profitable, Unique, Sustainable

6. Competitive Advantage and the Internet
Defining opportunities (Planning)
Consumers
Competition
Conditions (environment, company, technology)
Leveraging resources (Implementation)
Content
+ Channel
+ Communication
Virtual Value Proposition

7. The Shape of Marketing Planning
STRATEGY
MARKETING PROCESSES
BUSINESS MODEL
PLANNING
DOING

8. The Internet Affects Planning
Motivation for planning
Processes for planning
Outcomes of planning
Objectives (So, what’s your strategy?)
Business model (OK, how’re you going to do that?)
The e-Business Activity Pyramid

9. The Internet Affects Implementation
Change issues
From revolution to evolution
Changing technologies
Changing customers and companies
Convergence issues (when worlds collide)
Customerization (when/how to customize)
Communities (need for social interaction)
Channels (managing multiple sources)
Competitive Value (defining benefits)
Choice (demanding, powerful consumers)

10. What’s Your Model? Many web business models: simplify… Product focus
Brand image
Product enhancement
Revenue focus
Sales increase
Other revenue…

11. Building a better model
Key ingredients
Traditional models
Customer benefits
Delivery architecture
Revenue stream
Web-based effect
Customer-company interaction
New targets, self-segmentation
Relationships (1:1)
Customer Relationship Management (CRM)

12. The Value Proposition Product innovation focus Image (brand building)
Incentive (cost benefits)
Improvement (neat extras)

13. The Customer-Company Interaction
The value of information
Profiling
Personalization
The value of intermediaries
The value of results
Trust
Loyalty

14. The Infrastructure Value Chain Configuration
Strategic partnerships and alliances
Firm-level assets
Tangible (Facilities, cash, equipment)
Intangible (IP)
Human (Intellect, skills)

15. The Revenue Stream Revenue focus Traditional (consumer pays)
Sales (marketer and consumer)
Usage-based fees
Content “rental” (subscription fees)
Less traditional (marketer pays)
ABC’s (Alliances, banners, content sponsorship)
Commissions and click-through’s

16. Uncovering the Value Proposition
Defining opportunities
Marketing research (next class)
Understanding consumers
Understanding competitors
Understanding conditions (internal and external)
Leveraging resources: implementation and control (after next class, plus 3)
Marketing management with a twist
New resources: content, channel, communication