TOP 2 Learning Concepts

Chapter 2: Developing MarketingStrategies and Plans

Steven Michael Y. AndradaApril 1, 2011

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Outline

3 V’s Approach to Marketing Levels of A Marketing Plan

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Concept 1

3 V’s Approach to Marketing

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Define the value segment

Define the value preposition

Define the value network

Define customer and needs

3 V’s Approach to Marketing

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Define the value segment

Identify and satisfy an unmet need that your target market possesses.

3 V’s Approach to Marketing

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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

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Define the value network

Examples

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Concept 2

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Levels of a Marketing Plan Strategic Tactical

Strategic Level

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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

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Product Features

Promotion

Merchandising

Pricing

Sales channels

Service

Examples

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• What you Say?• How you Say it?• Who you Say it To?

Strategic Marketing

Examples

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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