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MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES Finding and Using What Really Works Strategy: Focused Execution: Flawless Operations Culture: Performance-Oriented Structure: Fast, Flexible, and Flat Slide 22-7 MARKETING BASICS: DOING WHAT WORKS AND ALLOCATING RESOURCES

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Presentation Transcript
slide1

MARKETING BASICS:DOING WHAT WORKS AND ALLOCATING RESOURCES

  • Finding and Using What Really Works
  • Strategy: Focused
  • Execution: Flawless Operations
  • Culture: Performance-Oriented
  • Structure: Fast, Flexible, and Flat

Slide 22-7

slide2

MARKETING BASICS:DOING WHAT WORKS AND ALLOCATING RESOURCES

  • Allocating Marketing Resources Using Sales Response Functions
  • Sales Response Function
  • Maximizing Incremental Revenue Minus Incremental Cost
  • A Numerical Example of Resource Allocation

Slide 22-9

slide4

MARKETING BASICS:DOING WHAT WORKS AND ALLOCATING RESOURCES

  • Allocating Marketing Resources Using Sales Response Functions
  • Allocating Marketing Resources in Practice
  • Share Points
  • Resource Allocation and the Strategic Marketing Process

Slide 22-12

slide7

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • The Variety of Marketing Plans
  • Long-Range Marketing Plans
  • Annual Marketing Plans

Slide 22-15

slide8

FIGURE 22-3 Steps a large consumer packaged goods firm takes in developing its annual marketing plan

Slide 22-16

slide9

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • Marketing Planning Frameworks:The Search for Growth
  • Porter’s Generic Business Strategies
  • Generic Business Strategy
  • Cost Leadership Strategy
  • Differentiation Strategy
  • Cost Focus Strategy
  • Differentiation Focus Strategy

Slide 22-21

slide11

Wal-Mart and VolkswagenWhich of Porter’s generic business strategiesdo these firms use?

Slide 22-23

slide12

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • Marketing Planning Frameworks:The Search for Growth
  • Profit Enhancement Option: Increase Revenues
  • Market Penetration
  • Product Development
  • Market Development
  • Diversification

Slide 22-24

slide14

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • Marketing Planning Frameworks:The Search for Growth
  • Profit Enhancement Option: Decrease Costs
  • Economies of Scale/Experience Curve
  • Other Ways: Layoffs, Training, and/or Quality
  • Profit Enhancement Option: Do Both

Slide 22-26

slide15

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • Marketing Planning Frameworks:The Search for Growth
  • Market-Product Synergies
  • Marketing Synergies (Rows)
  • R&D–Manufacturing Synergies (Columns)

Slide 22-27

slide16

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • Marketing Planning Frameworks:The Search for Growth
  • Market-Product Synergies
  • Market-Product Concentration
  • Market Specialization
  • Product Specialization
  • Selective Specialization
  • Full Coverage

Slide 22-28

slide17

MARKETING NEWSNET

The Strategy Issue for theNew Millennium—Finding Synergies

Slide 22-29

slide18

FIGURE 22-6 Market-product grid of alternative strategies for a lawnmower manufacturer

Slide 22-30

slide20

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • Some Planning and Strategy Lessons
  • Big G plus Pillsbury: Synergies, Segments, and Partners
  • One-Handedness Convenience
  • Joint Ventures

Slide 22-37

slide21

MARKETING NEWSNET

Keeping Planning Simple at Big G: “One-Handed” ConveniencePlus Cover All the Bases

Slide 22-38

slide22

THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS

  • Some Planning and Strategy Lessons
  • Balancing Value and Values in Strategic Marketing Plans
  • Value-Based Planning
  • Value-Driven Strategies

Slide 22-41

slide23

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Is Planning or Implementation the Problem?

Slide 22-42

slide24

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Increasing Emphasis on Marketing Implementation

Slide 22-44

slide25

MARKETING NEWSNET

GE’s Implementation Strategies—How Neutron Jack Became One of the Most Acclaimed CEOs of the 20th Century

Slide 22-45

slide26

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Improving Implementation of Marketing Programs
  • Communicate Goals and the Means of Achieving Them
  • Have a Responsible Program Champion Willing to Act
  • Product or Program Champion

Slide 22-46

slide27

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Improving Implementation of Marketing Programs
  • Reward Successful Program Implementation
  • Take Action and Avoid Paralysis by Analysis
  • Foster Open Communication to Surface Problems
  • Avoid the “NIH Syndrome”

Slide 22-47

slide28

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Improving Implementation of Marketing Programs
  • Schedule Precise Tasks, Responsibilities, and Deadlines
  • Action Item List
  • Program Schedules
  • Gantt Chart
  • Sequentially
  • Concurrently

Slide 22-50

slide31

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Organizing for Marketing
  • Line versus Staff and Divisional Groupings
  • Line Positions
  • Staff Positions

Slide 22-56

slide32

FIGURE 22-9 Organization of a business unit in a typical consumer packaged goods firm, showing two product or brand groups

Slide 22-57

slide33

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Organizing for Marketing
  • Line versus Staff and Divisional Groupings
  • Product Line Groupings
  • Functional Groupings
  • Geographical Groupings
  • Market-Based Groupings
  • Matrix Organization
  • Category Manager

Slide 22-58

slide34

THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS

  • Organizing for Marketing
  • Role of the Product Manager
  • Product Manager
  • Brand Manager

Slide 22-59

slide36

THE CONTROL PHASE OF THE STRATEGIC MARKETING PROCESS

  • The Marketing Control Process
  • Management by Exception
  • Measuring Results
  • Taking Marketing Actions

Slide 22-61

slide38

THE CONTROL PHASE OF THE STRATEGIC MARKETING PROCESS

  • Sales Analysis
  • Sales Analysis
  • Sales Component (Microsales) Analysis
  • Profitability Analysis and ROI Marketing
  • Profitability Analysis
  • ROI Marketing

Slide 22-64