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Marketing Planning & the Internet

Marketing Planning & the Internet. Internet influence on planning processes Internet influence on implementation. Importance of Strategy. To know where you’re going Would you tell me, please, which way I ought to go from here? asked Alice.

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Marketing Planning & the Internet

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  1. Marketing Planning & the Internet Internet influence on planning processes Internet influence on implementation

  2. Importance of Strategy • To know where you’re going • Would you tell me, please, which way I ought to go from here? asked Alice. • That depends a good deal on where you want to get to, said the Cat. • I don’t much care where, said Alice. • Then it doesn’t matter which way you go, said the Cat. • (Carroll, AAinW) • To not get there alone • With others in the organization • (Assume same objectives...)

  3. Types of Planning • Strategic planning • Firm-level thinking • Overarching goal of long-run survival • Relationship of firm to environment • Strategic marketing (==> strategic market plan) • Product/market scope of a business • Where, when and how to compete • Marketing management (==> marketing plan)

  4. A Graphical Interpretation… Strategic Marketing Marketing Manage- ment Strategic Planning

  5. Two key objectives Defining opportunities viz., “What should we do?” Leveraging resources viz, “How should we do it?” Goal of competitive advantage Profitable, Unique, Sustainable Central Role of Marketing Planning

  6. Competitive Advantage and the Internet • Defining opportunities (Planning) • Consumers • Competition • Conditions (environment, company) • Leveraging resources (Implementation) • Content • Channel • Communication

  7. Motivation for planning Processes for planning Outcomes of planning Objectives Strategy structure The Internet Affects Planning

  8. Many strategic objectives Easier to classify business models Product focus Brand image Product enhancement Revenue focus Sales increase Other revenue… The Internet Affects Implementation

  9. Product focus Image (brand building)http://disney.go.com/park/homepage/today/flash/index.html?clk=1004398 Incentive (cost benefits) http://www.beenz.com/us/home.ihtml Improvement (neat extras)http://www.pg.com/docYourhome/docCrest/directory_map.html;$sessionid$GK1EIJAAAGCHNTCHEC1SQ1Q Internet Business Models I

  10. Revenue focus Traditional (consumer pays) Sales (marketer and consumer) Usage-based fees Content “rental” (subscription fees) Less traditional (marketer pays) ABC’s (Alliances, banners, content sponsorship)http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Books/Booksellers/Arts_and_Crafts/ Commissions and click-through’s Internet Business Models II

  11. Defining opportunities Marketing research (next class) Understanding consumers Understanding competitors Understanding conditions (internal and external) Back to the Future

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