Success Strategies in Channel Management. Preparing a Marketing Plan for Channels Establishing and Implementing The Value Strategy. Establishing and Implementing The Value Strategy. Strategic Considerations Sec1-1.ppt. Factors in Deriving Economic Value Sec1-2.ppt.
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Preparing a Marketing Plan for Channels
Establishing and Implementing The Value Strategy
Factors in Deriving Economic Value
Delivering Value -The Search for a Sustainable Competitive AdvantageA strategy that does not last is not effective or optimum..marketing channels can be viewed as exchange facilitator – or deliverers of value.
For marketing channels to succeed in a competitive marketplace, independent marketing organizations must combine their resources to pursue common goals.
Focus on What Markets Want
Marketing, Exchange and the Value Concept
Specific entrepreneurial aspects of the strategy formation
Strategy and Planning
Deliver Value/Delivered Value
Marketing channels have traditionally been viewed as a mostly physical bridge between producers and users..
Since the core of marketing is the Value Exchange Process, marketing channels can be viewed as exchange facilitator – or deliverers of value.
This allows marketing channels to be defined as an array of exchange relationships that create customer value in the acquisition, consumption, or disposition of Value offers – products (products).
A sense of shared purpose connects organizations and individuals in the marketplace.
A Channel Relationship Model (CRM) serves as a framework for presenting the material addressed throughout this programDelivering Value -The Search for a Sustainable Competitive Advantage
In the first stage, known as the Product Centred Approach,
In the second stage, known as the Promotion or Selling Approach,
A third stage is the most persistent non marketing approach in business – the Low Price is The Answer to All Problems Approach.
Marketing is and always has been about exchange.Focus on What Markets Want.
Customer desired benefits and outcomes
The decision either to sacrifice or invest is dependent upon some assessment of what will occur as a result of value exchange. This can be thought of as a bundle of desired benefits and outcomes..
The marketer's problem is to create attractive exchange value, by understanding not only what buyers want (value) but also how buyers assess their investments in getting value. These include:The Value Exchange Approach to Marketing
Organisations cannot exist without markets, nor can markets exist without organisations.
For exchange to occur in a marketing channel, each exchange partner - must meet four conditions.
Possess goal preferences.
Anticipate the outcomes of the exchange.
Direct its actions toward goal preferences.
Create or accept new behaviours to facilitate goal attainment.Value (and Costs) In Marketing Channels
The following diagram shows the main elements involved.
The finished plan itself is not the objective.
Rather, it is the processes involved in creating the plan which will enable the manager to make better decisions and to be able to adjust them under varying circumstances.Strategy and Planning
· Seeking new opportunities for the organization to pursue.
Developing ways to increase the organisation's competitive strength and put it in a stronger position to cope with competitive forces.
· Deciding how to meet threatening external developments.
· Motivating individuals throughout the organization to work more effectively.
· Devising ways to build and maintain a competitive advantage.
· Directing resources away from areas of low or diminishing results toward areas of high or increasing results.
· Choosing which value offers to pursue or to abandon.Specific entrepreneurial aspects of the strategy formation process include:
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