1. TOP 10 Learning Concepts Chapter 2: Developing MarketingStrategies and Plans Steven Michael Y. Andrada April 8, 2011 www.stevenandrada.blogspot.com 1/58

2. Outline 1. 3 V’s Approach to Marketing 2. Levels of A Marketing Plan 3. Core Business Processes 4. Major Competitive Spheres 5. Product Orientation vs Market Orientation 2/58 www.stevenandrada.blogspot.com

3. Outline 6. Dimensions That Define a Business 7. Ansoff’s Product-Market Expansion Grid 8. Marketing Plan Contents 9. Porter’s Generic Strategies 10. Categories of Marketing Alliances 3/58 www.stevenandrada.blogspot.com

4. Outline 1. 3 V’s Approach to Marketing 2. Levels of A Marketing Plan 3. Core Business Processes 4. Major Competitive Spheres 5. Product Orientation vs Market Orientation 4/58 www.stevenandrada.blogspot.com

5. Concept 1 3 V’s Approach to Marketing 5/56 www.stevenandrada.blogspot.com

6. Define customer and needs 3 V’s Approach to Marketing 6/58 Concept 1: www.stevenandrada.blogspot.com

7. Identify and satisfy an unmet need that your target market possesses. 3 V’s Approach to Marketing 7/58 Concept 1: www.stevenandrada.blogspot.com

8. System of partnerships and alliances that a firm creates to source, augment and deliver its offerings. 3 V’s Approach to Marketing 8/58 Concept 1: www.stevenandrada.blogspot.com

9. Examples 9/58 Concept 1: www.stevenandrada.blogspot.com

10. Outline 1. 3 V’s Approach to Marketing 2. Levels of A Marketing Plan 3. Core Business Processes 4. Major Competitive Spheres 5. Product Orientation vs Market Orientation 10/58 www.stevenandrada.blogspot.com

11. Concept 2 11/58 Levels of a Marketing Plan Strategic Tactical www.stevenandrada.blogspot.com

12. Strategic Level 12/58 Concept 2: It's the content of your marketing message. www.stevenandrada.blogspot.com

14. How you Say it?

15. Who you Say it To?www.stevenandrada.blogspot.com

16. It's the medium your message is delivered in. Tactical Level 14/58 Concept 2: www.stevenandrada.blogspot.com

18. Creating brochures

19. Sending out mailers

20. Attending trade showswww.stevenandrada.blogspot.com

21. Outline 1. 3 V’s Approach to Marketing 2. Levels of A Marketing Plan 3. Core Business Processes 4. Major Competitive Spheres 5. Product Orientation vs Market Orientation 16/58 www.stevenandrada.blogspot.com

22. Concept 3 17/58 Core Business Process www.stevenandrada.blogspot.com

23. Gathering market intelligence 18/58 Concept 3: Core Business Process www.stevenandrada.blogspot.com

24. Researching, developing & launching a product 19/58 Concept 3: www.stevenandrada.blogspot.com

25. Defining target markets & prospecting for new customers 20/58 Concept 3: Core Business Process www.stevenandrada.blogspot.com

26. Building deeper understanding, relationship & offerings 21/58 Concept 3: Core Business Process www.stevenandrada.blogspot.com

27. Receiving & approving orders, shipping goods & collecting payment 22/58 Concept 3: Core Business Process www.stevenandrada.blogspot.com

28. Outline 1. 3 V’s Approach to Marketing 2. Levels of A Marketing Plan 3. Core Business Processes 4. Major Competitive Spheres 5. Product Orientation vs Market Orientation 23/58 www.stevenandrada.blogspot.com

29. Concept 4 24/58 Major Competitive Spheres Industry Geographical Products Vertical Channels Competence Market Segment www.stevenandrada.blogspot.com

30. Outline 1. 3 V’s Approach to Marketing 2. Levels of A Marketing Plan 3. Core Business Processes 4. Major Competitive Spheres 5. Product Orientation vs Market Orientation 25/58 www.stevenandrada.blogspot.com

31. Concept 5 26/58 Types of Business Orientation Product Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also. Market Orientation - Puts the customer at the heart of the business. www.stevenandrada.blogspot.com

32. Examples 27/58 Concept 5: www.stevenandrada.blogspot.com

33. Outline 6. Dimensions That Define a Business 7. Ansoff’s Product-Market Expansion Grid 8. Marketing Plan Contents 9. Porter’s Generic Strategies 10. Categories of Marketing Alliances 28/58 www.stevenandrada.blogspot.com

34. Concept 6 29/58 Dimensions That Define a Business www.stevenandrada.blogspot.com

35. Outline 6. Dimensions That Define a Business 7. Ansoff’s Product-Market Expansion Grid 8. Marketing Plan Contents 9. Porter’s Generic Strategies 10. Categories of Marketing Alliances 30/58 www.stevenandrada.blogspot.com

36. Concept 7 31/58 Ansoff’s Product – Market Expansion Grid Current Products New Products Current Markets Market-penetration strategy Product-development strategy New Markets Market-development strategy Diversification strategy Source: 13th Edition, Marketing Management, Kotler & Keller www.stevenandrada.blogspot.com

37. Gain market share with current products in the current market 32/58 Concept 7: Ansoff’s Product – Market Expansion Grid Current Products New Products Current Markets Market-penetration strategy Product-development strategy New Markets Market-development strategy Diversification strategy Source: 13th Edition, Marketing Management, Kotler & Keller www.stevenandrada.blogspot.com

38. 33/58 Concept 7: Develop new products of potential interest to the current markets Ansoff’s Product – Market Expansion Grid Current Products New Products Current Markets Market-penetration strategy Product-development strategy New Markets Market-development strategy Diversification strategy Source: 13th Edition, Marketing Management, Kotler & Keller www.stevenandrada.blogspot.com

39. 34/58 Concept 7: Develop new markets for the current products Ansoff’s Product – Market Expansion Grid Current Products New Products Current Markets Market-penetration strategy Product-development strategy New Markets Market-development strategy Diversification strategy Source: 13th Edition, Marketing Management, Kotler & Keller www.stevenandrada.blogspot.com

40. 35/58 Concept 7: Develop new products to the new markets Ansoff’s Product – Market Expansion Grid Current Products New Products Current Markets Market-penetration strategy Product-development strategy New Markets Market-development strategy Diversification strategy Source: 13th Edition, Marketing Management, Kotler & Keller www.stevenandrada.blogspot.com

41. Examples 36/58 Concept 7: Macbook Pro Iphone Ipod Ipad www.stevenandrada.blogspot.com

42. Outline 6. Dimensions That Define a Business 7. Ansoff’s Product-Market Expansion Grid 8. Marketing Plan Contents 9. Porter’s Generic Strategies 10. Categories of Marketing Alliances 37/58 www.stevenandrada.blogspot.com

43. Concept 8 38/58 Marketing Plan Contents Executive Summary Table of Contents Situation Analysis Marketing Strategy Financial Projections Implementation Controls www.stevenandrada.blogspot.com

44. Brief Summary of main goals & recommendations 39/58 Concept 8: Executive Summary www.stevenandrada.blogspot.com

45. Outlines the marketing plan 40/58 Concept 8: Table of Contents www.stevenandrada.blogspot.com

47. Sales

48. Markets

49. Competitors

50. Forces www.stevenandrada.blogspot.com

52. Marketing & Financial Objectives

53. Market Offeringswww.stevenandrada.blogspot.com

55. Break Even Analysis

56. Expense Forecastwww.stevenandrada.blogspot.com

58. Contingency Plans

59. Reviewing of budgetswww.stevenandrada.blogspot.com

60. Outline 6. Dimensions That Define a Business 7. Ansoff’s Product-Market Expansion Grid 8. Marketing Plan Contents 9. Porter’s Generic Strategies 10. Categories of Marketing Alliances 45/58 www.stevenandrada.blogspot.com

61. Concept 9 46/58 Porter’s Generic Strategies www.stevenandrada.blogspot.com

62. Being the low cost producer in an industry for a given level of quality 47/58 Concept 9: www.stevenandrada.blogspot.com

63. Development of a product or service that offers unique attributes 48/58 Concept 9: Toothpaste w/ whitening www.stevenandrada.blogspot.com

64. Concentrates on a narrow segment 49/58 Concept 9: Toothpaste for Kids www.stevenandrada.blogspot.com

65. Outline 6. Dimensions That Define a Business 7. Ansoff’s Product-Market Expansion Grid 8. Marketing Plan Contents 9. Porter’s Generic Strategies 10. Categories of Marketing Alliances 50/58 www.stevenandrada.blogspot.com

66. Concept 10 51/58 Categories of Marketing Alliances Product or Service Alliances Promotional Alliances Logistic Alliances Pricing Collaborations www.stevenandrada.blogspot.com

67. 52/58 Concept 10: Two companies jointly market their complementary or a new product. Product or Service Alliances Apple product uses Intel processors www.stevenandrada.blogspot.com

68. One company agrees to carry a promotion for another company’s product or service 53/58 Concept 10: Promotional alliances Globe Telecom & Apple www.stevenandrada.blogspot.com

69. One company offers logistical services for another company’s product 54/58 Concept 10: Logistics Alliances Mister Kabab & City Delivery www.stevenandrada.blogspot.com

70. One or more companies join in a special pricing collaboration 55/58 Concept 10: Pricing Collaborations Cathay Pacific & Disneyland www.stevenandrada.blogspot.com

71. Summary 1. 3 V’s Approach to Marketing 2. Levels of A Marketing Plan 3. Core Business Processes 4. Major Competitive Spheres 5. Product Orientation vs Market Orientation 56/58 www.stevenandrada.blogspot.com

72. Summary 6. Dimensions That Define a Business 7. Ansoff’s Product-Market Expansion Grid 8. Marketing Plan Contents 9. Porter’s Generic Strategies 10. Categories of Marketing Alliances 57/58 www.stevenandrada.blogspot.com

73. TOP 10 Learning Concepts Chapter 2: Developing MarketingStrategies and Plans Steven Michael Y. Andrada April 1, 2011 www.stevenandrada.blogspot.com 58/58