Download Chapter 09 The Marketing Strategy

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Chapter 9 Developing a Marketing Strategy and Marketing Plan
NEWSLINE: REFOCUSING ON CUSTOMERS
VISUAL FOCUS: NABISCO TRISCUIT
LESSON 9.1 ELEMENTS OF A MARKETING STRATEGY
DIFFERENTIATING MARKET SEGMENTS
Start with a Market
Recognize Differences and Similarities
Segmenting Factors
SELECTING TARGET MARKETS
LESSON FEATURE
SOS: Using Communications Technology Professionally
LESSON 9.2 MARKETING MIX ALTERNATIVES
FINE-TUNING THE PRODUCT
Basic Product
Product Features
Options
Marketing – Chapter 9
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Associated Services
Brand/Image
Guarantee/Warranty
Packaging
Uses
DISTRIBUTION, PRICE, AND PROMOTION
Distribution
Price
Promotion
ANALYZING THE PRODUCT LIFE CYCLE
Introduction
Growth
Maturity
Decline
Marketing – Chapter 9
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LESSON FEATURES
Net Bookmark: Brand Recognition
World View: The Emerging Chinese Market
LESSON 9.3 ANALYZING CONSUMER PURCHASE CLASSIFICATIONS
HOW CONSUMERS SHOP
Convenience Goods
Staple Goods
Impulse Goods
Emergency Goods
Shopping Goods
Attribute-Based Goods
Price-Based Goods
Specialty Goods
Unsought Goods
Marketing – Chapter 9
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USING PURCHASE CLASSIFICATIONS
Convenience Goods
Shopping Goods
Specialty Goods
Unsought Goods
LESSON FEATURE
Judgment Call: Market Intelligence
LESSON 9.4 MARKETING PLANNING
THE BENEFITS OF PLANNING
What Is a Marketing Plan?
From Strategy to Plan
PREPARING FOR MARKETING PLANNING
Planning to Plan
Plans Require Information
Performance of the Company
Marketing – Chapter 9
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Performance of Competitors
Changes Outside the Company
Information about Current and Prospective Customers
Gathering Needed Information
LESSON FEATURE
Virtual Marketing: E-commerce Accommodation
LESSON 9.5 DEVELOPING A MARKETING PLAN
ANALYZING THE MARKET
Company Mission
Current Markets and Strategies
Primary Competitors
External Environment
Internal Analysis
DEVELOPING THE MARKETING STRATEGY
Determining Goals and Outcomes
Marketing – Chapter 9
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Defining a Target Market
Specifying the Marketing Mix
Developing a Positioning Statement
PLANNING FOR ACTION
Activity Schedule
Evaluation Procedures
LESSON FEATURE
Digital Digest: Seeing Is Believing
Marketing – Chapter 9
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