marketing plan - staff site universitas negeri...
TRANSCRIPT
![Page 1: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/1.jpg)
MARKETING PLAN12th edition
2Developing
MarketingStrategies and Plans
Kotler Keller
![Page 2: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/2.jpg)
2-2
Chapter Questions
• How does marketing affect customervalue?
• How is strategic planning carried outat different levels of the organization?
• What does a marketing plan include?
![Page 3: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/3.jpg)
2-3
Figure 2.1 The Value Delivery Process
![Page 4: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/4.jpg)
2-4
Nike Creates Value
![Page 5: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/5.jpg)
2-5
Improving Value Delivery theJapanese Way
0 customerfeedback time
0 productimprovement time
0 setup time
0 defects0
purchasing time
![Page 6: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/6.jpg)
2-6
3 V’s Approach to Marketing
Define the value segmentDefine the value segment
Define the value propositionDefine the value proposition
Define the value networkDefine the value network
![Page 7: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/7.jpg)
2-7
Figure 2.2 Porter’s Value Chain
![Page 8: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/8.jpg)
2-8
Benchmarks
Organizationalcostsand
performancemeasures
Competitorcostsand
performancemeasures
![Page 9: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/9.jpg)
2-9
Core Business Processes
Marketsensing
Fulfillmentmanagement
Customeracquisition
New offeringRealization/research
Customerrelationshipmanagement
![Page 10: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/10.jpg)
2-10
Wal-Mart’s stock replenishmentprocess is legendary
![Page 11: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/11.jpg)
2-11
Characteristics of Core Competencies
• A source of competitive advantage• Applications in a wide variety of markets• Difficult to imitate
![Page 12: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/12.jpg)
2-12
Netflix’s Distinctive Capabilities
![Page 13: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/13.jpg)
2-13
Figure 2.3 A Holistic Marketing Framework
![Page 14: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/14.jpg)
2-14
Challenges Facing CMO’s
Doing more with less
Driving new businessdevelopment
Becoming afull business partner
![Page 15: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/15.jpg)
2-15
Levels of a Marketing Plan
• Strategic– Target marketing
decisions– Value proposition– Analysis of
marketingopportunities
• Tactical– Product features– Promotion– Merchandising– Pricing– Sales channels– Service
![Page 16: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/16.jpg)
2-16
Figure 2.4 The Strategic Planning,Implementation, and Control Processes
![Page 17: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/17.jpg)
2-17
Corporate headquarters’ planning activities
Define the corporate missionEstablish SBUsAssign resources to each SBUAssess growth opportunities
![Page 18: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/18.jpg)
2-18
Good Mission Statements
Focus on limited number of goalsFocus on limited number of goals
Stress major policies and valuesStress major policies and values
Define major competitive spheresDefine major competitive spheres
![Page 19: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/19.jpg)
2-19
Major Competitive Spheres
Industry
Products
Marketsegment
Geographical
CompetenceVerticalchannels
![Page 20: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/20.jpg)
2-20
GE’s breakthroughs in the process of desalinationcrosses multiple competitive spheres
By 2015, two-thirds of theworld will bewater-stressed.Desalinationplants like thisone help to relievewater shortages.
![Page 21: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/21.jpg)
2-21
Rubbermaid Commercial Products, Inc.
“Our vision is to be the Global Market ShareLeader in each of the markets we serve. Wewill earn this leadership position byproviding to our distributor and end-usercustomers innovative, high-quality, cost-effective and environmentally responsibleproducts. We will add value to these productsby providing legendary customer servicethrough our uncompromising Commitmentto Customer Satisfaction.”
![Page 22: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/22.jpg)
2-22
Motorola
“The purpose of Motorola is to honorablyserve the needs of the community by providingproducts and services of superior quality at afair price to our customers; to do this so as toearn an adequate profit which is required forthe total enterprise to grow; and by doing so,provide the opportunity for our employees andshareholders to achieve their personalobjectives.”
![Page 23: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/23.jpg)
2-23
eBay
“We help people trade anything on earth.We will continue to enhance the onlinetrading experiences of all – collectors,dealers, small businesses, unique itemseekers, bargain hunters, opportunitysellers, and browsers.”
![Page 24: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/24.jpg)
2-24
Table 2.2Product Orientation vs. Market Orientation
Company Product Market
Missouri-PacificRailroad
We run a railroad We are a people-and-goods mover
Xerox We make copyingequipment
We improve officeproductivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We entertainpeople
![Page 25: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/25.jpg)
2-25
Dimensions That Define A Business
Customergroups
TechnologyCustomerneeds
![Page 26: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/26.jpg)
2-26
Characteristics of SBUs
• It is a single business or collection ofrelated businesses
• It has its own set of competitors• It has a leader responsible for
– Strategic planning– Profitability– Efficiency
![Page 27: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/27.jpg)
2-27
Figure 2.5 The Strategic Planning Gap
![Page 28: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/28.jpg)
2-28
Figure 2.6Ansoff’s Product-Market Expansion Grid
![Page 29: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/29.jpg)
2-29
The Growth of Starbucks
![Page 30: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/30.jpg)
2-30
Organizations
Structure
Policies
Culture
![Page 31: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/31.jpg)
2-31
Merging Corporate Culture?
![Page 32: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/32.jpg)
2-32
Figure 2.7 The Business UnitStrategic Planning Process
![Page 33: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/33.jpg)
2-33
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
![Page 34: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/34.jpg)
2-34
Market Opportunity Analysis(MOA)• Can the benefits involved in the opportunity
be articulated convincingly to a definedtarget market?
• Can the target market be located andreached with cost-effective media and tradechannels?
• Does the company possess or have accessto the critical capabilities and resourcesneeded to deliver the customer benefits?
![Page 35: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/35.jpg)
2-35
Market Opportunity Analysis(MOA)_2• Can the company deliver the benefits better
than any actual or potential competitors?• Will the financial rate of return meet or
exceed the company’s required thresholdfor investment?
![Page 36: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/36.jpg)
2-36
FedEx addedSunday deliveriesbased on customerrequests andmarket demand
FedEx
![Page 37: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/37.jpg)
2-37
Figure 2.8 Opportunity Matrix
![Page 38: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/38.jpg)
2-38
Figure 2.8 Threat Matrix
![Page 39: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/39.jpg)
2-39
Goal Formulation and MBO
• Requirements for using MBO– Unit’s objectives must be hierarchical– Objectives should be quantitative– Goals should be realistic– Objectives must be consistent
![Page 40: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/40.jpg)
2-40
Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus
![Page 41: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/41.jpg)
2-41
The Star Alliance
![Page 42: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/42.jpg)
2-42
Categories of Marketing Alliances
Product or Service AlliancesProduct or Service Alliances
Promotional AlliancesPromotional Alliances
Logistics AlliancesLogistics Alliances
Pricing CollaborationsPricing Collaborations
![Page 43: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/43.jpg)
2-43
Feedback and Control
![Page 44: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/44.jpg)
2-44
Marketing Plan Contents
Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
![Page 45: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/45.jpg)
2-45
Evaluating a Marketing Plan
Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
![Page 46: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/46.jpg)
2-46
Marketing Debate
What good is a mission statement?
Take a position:1. Mission statements are critical to asuccessful marketing organization.2. Mission statements rarely provideuseful marketing value.
![Page 47: MARKETING PLAN - Staff Site Universitas Negeri …staff.uny.ac.id/.../materi-kewirausahaan-08-11.pdf · 2-2. Chapter Questions • How does marketing affect customer value? • How](https://reader033.vdocument.in/reader033/viewer/2022052609/5b5c45a37f8b9ad21d8bdf42/html5/thumbnails/47.jpg)
2-47
Marketing Debate
What implications do Porter’s valuechain and the holistic marketing
orientation model have formarketing planning?