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www.mhhe.com/fourps CHAPTER TWO Marketing Strategy Planning For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Whole-Company Strategic Management Planning Control Marketing Plan(s) and Program

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Chapter two l.jpg

www.mhhe.com/fourps

CHAPTER TWO

Marketing Strategy Planning

For use only withPerreault/Cannon/McCarthy or Perreault/McCarthy texts.

© 2008 McGraw-Hill Companies, Inc.

McGraw-Hill/Irwin


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Whole-CompanyStrategicManagementPlanning

Control Marketing Plan(s) and Program

Implement Marketing Plan(s) and Program

Implement Marketing Plan(s) and Program

The Management Job in Marketing

MarketingPlanning


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Product

Place

C

Price

Promotion

Developing Marketing Mixes for Target Markets (Exhibit 2-4)


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The Place Element of the Marketing Mix (Exhibit 2-6)

Examples of Channels of Distribution

Charles

Schwab

Sara

Toyota

Nestle

Lee

Wholesaler

Wholesaler

Wholesaler

Retailer

Retailer

Retailer

Consumer


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Personal Selling

Advertising

Telling andSellingthe Customer

Sales Promotion

Publicity

The Promotion Element of the Marketing Mix

Personal Selling

Advertising

Publicity


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Pricing Objectives

Price of Other Products In the Line

Price Flexibility

Price Flexibility

Competition and Substitutes

Price Changes Over the Life Cycle

Competition and Substitutes

Price Changes Over the Life Cycle

PriceSetting

Price Sensitivity

Discounts and Allowances

Price Sensitivity

Discounts and Allowances

Cost and Demand

Geographic Pricing Terms

Geographic Pricing Terms

Legal Environment

The Price Element of the Marketing Mix

Pricing Objectives

Cost and Demand

Legal Environment


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Product

Selectionof TargetMarket

Place

Promotion

Price

All Four Ps Contribute to the Whole

Understanding the Target Market Leads to Good Strategies!


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Target Market

Target Market

+

Marketing Strategy

Marketing Strategy

=

Marketing Mix

Marketing Mix

Marketing Plan

Marketing Plan

+

=

A Firm’s Marketing Program

Time-Related Details

Time-Related Details

+

=

Other Marketing Plans

The Marketing Plan Guides Implementation and Control

Other Marketing Plans


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Creative Strategy Planning Needed for Survival

Death-wish marketing

Best-practices marketing

(Below average)

(Above average)

68% (Average Marketing Program)

(Well below average)

(Well above average)

2%

14%

14%

2%

Failure

Poor

Fair

Good

Exceptional


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