The document discusses various marketing strategies and concepts, including: 1. It discusses Siemens AG's growth through innovation and acquisitions and Nike's approach to defining value for customers. 2. It provides an example of ABN Amro bank's value proposition for savings accounts that offers benefits like free services to customers. 3. It discusses the concept of a marketing plan as the central instrument for directing a company's marketing efforts at both strategic and tactical levels.

1. Developing Marketing Strategies and Plans

2. Siemens AG has grown through new product innovation and strategic acquisitions

3. Nike Creates Value

4. Three V’s Approach to Marketing Define the value segment Define the value proposition Define the value network

8. Cisco Systems Taps into Partner Expertise to Create Value

12. Netflix’s Distinctive Capabilities

15. Intel’s New Brand Identity: Leap Ahead

18. The Strategic Planning, Implementation, and Control Processes

20. Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful

21. Major Competitive Spheres Industry Products Market segment Geographical Competence Vertical channels

22. Infosys Technologies Limited “ To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors, and society at large.”

23. Biocon “ To be an integrated biotechnology enterprise of global distinction.”

24. eBay “ We help people trade anything on earth. We will continue to enhance the online trading experiences of all — collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers .”

25. Product Orientation vs. Market Orientation We provide climate control inside homes We make air conditioners and furnaces Carrier We distribute information We sell encyclopedias Encyclopedia Britannica We entertain people We make movies Columbia Pictures We improve office productivity We make copying equipment Xerox Market Product Company

26. Dimensions That Define a Business Customer groups Technology Customer needs

29. Developing the People’s Car ‘TATA Nano’

31. The Business Unit Strategic Planning Process

32. SWOT Analysis Strengths Weaknesses Opportunities Threats

35. FedEx FedEx added Sunday deliveries based on customer requests and market demand

36. Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus

37. Categories of Marketing Alliances Product or Service Alliances Promotional Alliances Logistics Alliances Pricing Collaborations