chapter one

7/17/2019 chapter one

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10/04/15 1

Chapter 1

STRATEGIC PLANNING AND

THE MARKETINGMANAGEMENT PROCESS



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Introduction

Marketing !"#ine$ e!n!"i$% &$'(!)!g'%

ant(r!&!)!g'% $!i!)!g'% $tati$ti$ an*

*e"!gra&(i+

I*enti,ie$ an* &r!-i*e$ t!!)$ t! $ati$,' nee*

an* .ant$+

It i$ ar!n* $ e-er' *a'+

I"&r!-e$ a)it' !, )i,e+ Re$!)-e$ !n,)it$ #et.een !n$"er an*

$!ieta) nee*$/.ant$+



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The Essence of Marketing

C$t!"er ,!$ nee*$ an* .ant$

Re$ear( e"&(a$i$

E3(ange &r!e$$ Re)ati!n$(i& #a$i$

C!"&etiti-e en-ir!n"ent

Sati$,ati!n e"&(a$i$

E,,iien' Pr!e$$ t! $ati$,' nee*$/.ant$



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Denition of marketing

Pr!e$$

P)anning an* e3eting

C!ne&ti!n% &riing% &r!"!ti!n an**i$tri#ti!n

G!!*$ an* $er-ie$

Create e3(ange$

In*i-i*a)$ an* !rganiati!na) g!a)$



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The Complexity of

Marketing M)ti&)e *ei$i!n "aking &r!e$$

Interre)ate* ,at!r$

Interati!n #et.een #'er an* $e))er G)!#a) ,at!ri"&!rtant ,!r $r-i-a)



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History of Marketing

Thought Pr!*ti!n C!ne&tin*$tria) re-!)ti!n

7)ate 18t( entr'9

Pr!*t C!ne&tinn!-ati!n 71:20$9 Se))ing C!ne&t&r!"!ti!n 71:40$9

Marketing C!ne&t$t!"er $ati$,ati!n

71:60$9 S!ia) Re$&!n$i#i)it'!n$"eri$" an*

i"&r!-e a)it' !, )i,e 71:;0$9


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Marketing Theory

G!!*$ <$+ $er-ie$tangi#)e/intangi#)e

Pr!*t ateg!rie$*ra#)e/n!n*ra#)e

C!n$"er <$+ in*$tria) "arket$ Pr!,it <$+ n!n&r!,it

Inter"e*iarie$ <$+ en* $er$

D!"e$ti <$+ internati!na)

S"a)) ,ir"$ <$+ )arge ,ir"$


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The Marketing Mix

Pr!*t

P)ae

Prie Pr!"!ti!n


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Selling ersus Marketing

In.ar*)!!king <$+ !t.ar*)!!king

S(!rtter" <$+ )!ngter"

Sa)e$ -!)"e <$+ $t!"er $ati$,ati!n Ma$$ &r!*ti!n <$+ inn!-ati!n 7nee*$9

Pr!,it ,!$ <$+ =ran* )!'a)t'



Marketing and Strategic

!lanning >n*er$tan*ing $t!"er$

>n*er$tan*ing C!"&etit!r$

P)anning !ne&t$ 7"e*i" an* )!ng ter"9 Marketing inte))igene 7nee* *i$!-er'9

Strengt($ an* .eakne$$e$

Strateg' a$$e$$"ent)!ng ter" g!a)$ Organiati!n re$&!n$e t! en-ir!n"enta)

(a))enge



Marketing and Strategic

!lanning "Cont#$ T!& "anage"ent !nern$

?!))!. t(e en-ir!n"enta) (ange$Mir!$!,t

C!r&!rati!n G)!#a) a&&r!a(Sear$ <$ @a))Mart

T(e !rganiati!na) $trategi &)anOrganiati!na) "i$$i!n

Organiati!na) !#eti-e$

Organiati!na) Strategie$

Organiati!na) &!rt,!)i! &)an$



%rgani&ational Mission

Organiati!nB$ (i$t!r'

T(e !rganiati!nB$ *i$tinti-e

!"&etenie$ T(e !rganiati!nB$ en-ir!n"ent



%rgani&ational %'(ecties

Market $tan*ing

Inn!-ati!n$

Pr!*ti-it' P('$ia) an* ,inania) re$!re$

Pr!,ita#i)it'

Manager re$&!n$i#i)it'

@!rker$ &er,!r"ane

S!ia) re$&!n$i#i)it'



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%rgani&ational Strategies

Strategie$ #a$e* &!n &r!*t/"arketMarket &enetrati!n

Market *e-e)!&"ent

Pr!*t *e-e)!&"entDi-er$i,iati!n

Strategie$ #a$e* &!n !"&etiti-e

a*-antageP!rterB$ !"&etiti-e a*-antage)!. !$t a*-antage

@a)Mart

Di,,erentiati!nMir!$!,t% R!)e3% L+L+=ean



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%rgani&ational

Strategies"Cont#$ Organiati!na) $trategie$ #a$e* &!n

-a)e

Pr!*t )ea*er$(i&inn!-ati-e a&&r!a(O&erati!na) e3e))eneDe)) !"&ter

C$t!"er inti"a're)ati!n$(i& "arketing

Organiati!na) P!rt,!)i! P)an=!$t!n C!n$)ting Gr!& "!*e)

GE "!*e)



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!roduct)Market Strategy

Market &enetrati!nt! $e "!re% (anging

&r!*t !,,ering an* &!$iti!ninge3&+ tna

,i$( in .ater+

Pr!*t *e-e)!&"enta**ing ne. ,eatre$

Market *e-e)!&"enttaking t(e &r!*t t!

a ne. "arket internati!na)iati!n

Di-er$i,iati!n7a9 re)ate*% an*

7#9nre)ate* in*$trie$+



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!roduct !ortfolios

Critii$" !, =CG "atri3 719 a$( ,)!. i$a&&)ia#)e t! )i"ite* n"#er !, "arket$%729#ran* )ea*er $(!)* n!t #e "i)ke*

#ea$e ne. #ran* "a' n!t #e a )ea*er+ E!n!"ie$ !, $a)et(e "!re are $!)*% t(e

"!re are "a*e% an* t(e )!.er t(e nit !$t+

Pr!*t "i3&r!*t .i*t( an* *e&t(

Pr!*t "i3 *ei$i!n 1+)ine $tret(ing% 2+)inerati!na)iati!n



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M*+,ETI-. M*-*.EME-T

!+%CESSPr!e$$ !, &)anning% e3eti!n% &riing%&r!"!ti!n% *i$tri#ti!n !, g!!*$ an*$er-ie$+

Sitati!n ana)'$i$Organiati!na) !#eti-e$ an* "i$$i!n

C!!&erati-e en-ir!n"ent$&&)ier$% re$e))er$

C!"&etiti-e en-ir!n"ent

E!n!"i en-ir!n"ent

S!ia) en-ir!n"ent)tre$ an* tra*iti!n$

P!)itia) an* Lega) en-ir!n"ent



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M*+,ETI-. M*-*.EME-T

!+%CESS "C%-T#$ Marketing P)anning

Setting t(e !#eti-e$

Se)eting t(e target "arket

De-e)!&ing t(e "arketing "i3

I"&)e"entati!n an* C!ntr!)

chapter one

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