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CHAPTER TWO

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

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  1. 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

  2. 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

  3. Product Place C Price Promotion Developing Marketing Mixes for Target Markets (Exhibit 2-4)

  4. 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

  5. Personal Selling Advertising Telling andSellingthe Customer Sales Promotion Publicity The Promotion Element of the Marketing Mix Personal Selling Advertising Publicity

  6. 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

  7. Product Selectionof TargetMarket Place Promotion Price All Four Ps Contribute to the Whole Understanding the Target Market Leads to Good Strategies!

  8. 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

  9. 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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