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Chapter 2. Developing Marketing Strategies and Plans
Marketing Management
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CONTENTS
Marketing & Customer Value
1
Corporate and Division Strategic Planning
2
Business Unit Strategic Planning
3
Product Planning
4
Critic
5
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Marketing & Customer Value
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Service !
Price !
Quality !
Value
Marketing & Customer Value
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The Value Delivery Process
Marketing & Customer Value
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Marketing & Customer Value
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The Value Chain
Marketing & Customer Value
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Case. Starbucks
Marketing & Customer Value
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The Value Chain
Marketing & Customer Value
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Core Competency
Marketing & Customer Value
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Case. Southwest Airlines
Marketing���(�깮�왂)
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Opportunity
�궡�쟻 �솚寃� 遺꾩꽍
�쇅�쟻 �솚寃� 遺꾩꽍
留덉���똿 硫붾え瑜� �넻�븯�뿬 援ъ껜�쟻�씤 議곗궗 �떎�떆
嫄곗떆�쟻, 誘몄떆�쟻 �솚寃쎌슂�씤 遺꾩꽍
�떆�옣湲고쉶遺꾩꽍(MOA)
�솚寃쎌쟻 �쐞�삊 遺꾩꽍
Business Unit Strategic Planning
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S
brand assortment 源딅떎
�긽�뭹 display媛� 蹂닿린 醫뗫떎
C/S媛� �쎇�뼱�굹�떎
�긽�샇 comm. mix �솢諛�
吏��뿭 愿��젴 怨좉컼愿�由� 媛��뒫
store ambiance 遺덈쭔議�
location ����븳 �젙蹂� 遺�議�
�떎�뼇�븳 釉뚮옖�뱶 �젣�뭹 鍮꾧탳 遺�議�
�돱�떆�땲�뼱�쓽 寃쎌젣�젰 利앸��
媛�移� �냼鍮� 臾명솕
A/S�뿉 ����븳 �씤�떇 媛뺥솕
�떎�뼇�븳 �쑀�삎�쓽 寃쎌웳�뾽泥� 利앷��
寃쎄린移⑥껜濡� �씤�븳 �냼鍮꾩떖由� �쐞異�
�젏�룷�쓽 �룷�솕�긽�깭
W
O
T
Business Unit Strategic Planning
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Business Unit Strategic Planning
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Strategy
Business Unit Strategic Planning
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Business Unit Strategic Planning
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Product Planning
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The nature of a marketing plan
Executive summary and table of contents (吏묓뻾�슂�빟�꽌 諛� 援ъ꽦�궡�슜�몴)
Product Planning
The contents of a marketing plan
Situation analysis (�긽�솴遺꾩꽍)
Marketing strategy (留덉���똿 �쟾�왂)
Financial projections (�옱臾� 異붿젙 怨꾪쉷)
Implementation controls (�떎�뻾�넻�젣)
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Critic
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愿��젏�쓽 �쟾�솚
- �깮�궛�옄 愿��젏 �쐞二�
- 留덉���똿 怨꾪쉷 �닔由쎄낵�젙 �쟾諛섏뿉�꽌 利됯컖�쟻�씤 �뵾�뱶諛깆쓽 諛섏쁺 �븘�슂
Critic
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