1. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Chapter 18: Developing Innovative Marketing Plans: Appraisal and Challenges

2. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill When you finish this chapter, you should 18-2 Chapter 18 Objectives 1. Understand, in detail, all of the elements of the marketing strategy planning process and the strategy decisions for the four Ps. 2. Know how to prepare a marketing plan and how it relates to the marketing strategy planning process. 3. Understand why marketing must be evaluated differently at the micro and macro levels. 4. Understand why the text argues that micro-marketing sometimes costs too much. 5. Understand why the text argues that macro-marketing does not cost too much. 6. Know the key challenges marketers face as they work to develop ethical marketing strategies that serve consumers' needs.

3. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill 18-3 Strategy Plan Program Strategies, Plans, and Programs

4. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Customers Needs and other Segmenting Dimensions Company Objectives & Resources Competitors Current & Prospective S.W.O.T. TargetMarket Product Place Promotion Price External Market Environment Technological Political & Legal Social & Cultural Economic Segmentation & Targeting Differentiation & Positioning Narrowing down to focused strategy with quantitative and qualitative screening criteria Exhibit 18-1 18-4 Overview of the marketing strategy planning process

5. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill External Factors Strategy Planning Internal Factors StrengthsOpportunities Weaknesses Threats 18-5 SWOT Analysis

6. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Lack of Understanding of the Marketing Environment Lack of Understanding of the Marketing Environment Poor Blending of the Four Ps Poor Blending of the Four Ps Lack of Interest 18-6 Micro-Marketing Costs

7. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Undesirable Practices Advertising Wastes Resources Advertising Wastes Resources Consumers are Manipulated Consumers are Manipulated Superficial Change Not Enough Social Value Not Enough Social Value 18-7 Macro-Marketing Criticisms

8. For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 2000 Irwin/McGraw-Hill Challenges Facing Marketers Consumer Privacy International Competition Continuous Improvement Role of Law Some Key Challenges Facing Marketers More Social Responsibility Natural Environment Market-Oriented Planning Consumer Responsibility 18-8 Rapid change due to Internet, I.T.