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Slide 22-7

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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Slide 22-7

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  1. 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

  2. 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

  3. FIGURE 22-1 Sales response function showing the situation for two different years Slide 22-10

  4. 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

  5. FIGURE 22-2 The strategic marketing process: actions and information Slide 22-13

  6. FIGURE A The strategic marketing phases and corresponding output reports Slide 22-14

  7. THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS • The Variety of Marketing Plans • Long-Range Marketing Plans • Annual Marketing Plans Slide 22-15

  8. FIGURE 22-3 Steps a large consumer packaged goods firm takes in developing its annual marketing plan Slide 22-16

  9. 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

  10. FIGURE 22-4 Porter’s four generic business strategies Slide 22-22

  11. Wal-Mart and VolkswagenWhich of Porter’s generic business strategiesdo these firms use? Slide 22-23

  12. 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

  13. FIGURE 22-5 Profit enhancement options for increasing a firm’s profits Slide 22-25

  14. 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

  15. 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

  16. 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

  17. MARKETING NEWSNET The Strategy Issue for theNew Millennium—Finding Synergies Slide 22-29

  18. FIGURE 22-6 Market-product grid of alternative strategies for a lawnmower manufacturer Slide 22-30

  19. FIGURE 22-7 An ideal merger for Great States to obtain full market-product coverage Slide 22-31

  20. 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

  21. MARKETING NEWSNET Keeping Planning Simple at Big G: “One-Handed” ConveniencePlus Cover All the Bases Slide 22-38

  22. 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

  23. THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS • Is Planning or Implementation the Problem? Slide 22-42

  24. THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS • Increasing Emphasis on Marketing Implementation Slide 22-44

  25. MARKETING NEWSNET GE’s Implementation Strategies—How Neutron Jack Became One of the Most Acclaimed CEOs of the 20th Century Slide 22-45

  26. 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

  27. 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

  28. 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

  29. FIGURE 22-E Tasks to complete a term project Slide 22-51

  30. FIGURE 22-8 Gantt chart for scheduling the term project Slide 22-52

  31. THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS • Organizing for Marketing • Line versus Staff and Divisional Groupings • Line Positions • Staff Positions Slide 22-56

  32. FIGURE 22-9 Organization of a business unit in a typical consumer packaged goods firm, showing two product or brand groups Slide 22-57

  33. 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

  34. THE IMPLEMENTATION PHASEOF THESTRATEGIC MARKETING PROCESS • Organizing for Marketing • Role of the Product Manager • Product Manager • Brand Manager Slide 22-59

  35. FIGURE 22-10 Units with which the product manager and product group work Slide 22-60

  36. THE CONTROL PHASE OF THE STRATEGIC MARKETING PROCESS • The Marketing Control Process • Management by Exception • Measuring Results • Taking Marketing Actions Slide 22-61

  37. FIGURE 22-11 The control phase of the strategic marketing process Slide 22-62

  38. 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

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