View
671
Download
0
Category
Preview:
DESCRIPTION
Citation preview
TOP 2 Learning Concepts
Chapter 2: Developing MarketingStrategies and Plans
Steven Michael Y. AndradaApril 1, 2011
www.stevenandrada.blogspot.com1/13
Outline
3 V’s Approach to Marketing Levels of A Marketing Plan
2/13www.stevenandrada.blogspot.com
Concept 1
3 V’s Approach to Marketing
3/13www.stevenandrada.blogspot.com
Define the value segment
Define the value preposition
Define the value network
Define customer and needs
3 V’s Approach to Marketing
4/13www.stevenandrada.blogspot.com
Define the value segment
Identify and satisfy an unmet need that your target market possesses.
3 V’s Approach to Marketing
5/13www.stevenandrada.blogspot.com
Define the value preposition
Is a system of partnerships and alliances that a firm creates to source, augment and deliver its offerings.
3 V’s Approach to Marketing
6/13www.stevenandrada.blogspot.com
Define the value network
Examples
7/13www.stevenandrada.blogspot.com
Concept 2
8/13www.stevenandrada.blogspot.com
Levels of a Marketing Plan Strategic Tactical
Strategic Level
9/13www.stevenandrada.blogspot.com
Target Marketing decisions
Value Preposition
Analysis of marketing opportunities
It's the content of your marketing message.
It's the medium your message is delivered in.
Tactical Level
10/13www.stevenandrada.blogspot.com
Product Features
Promotion
Merchandising
Pricing
Sales channels
Service
Examples
11/13www.stevenandrada.blogspot.com
• What you Say?• How you Say it?• Who you Say it To?
Strategic Marketing
Examples
12/13www.stevenandrada.blogspot.com
Tactical Marketing• Placing ads• Creating brochures• Sending out mailers• Attending trade shows
TOP 2 Learning Concepts
Chapter 2: Developing MarketingStrategies and Plans
Steven Michael Y. Andrada
April 1, 2011
www.stevenandrada.blogspot.com
Recommended