Developing Marketing Strategies and Plans - Marketing and Customer Value
9 important questions on Developing Marketing Strategies and Plans - Marketing and Customer Value
Into what 3 phases can the value creation and delivery sequence be divided?
- Choosing the value with segmentation, targeting and positioning (STP).
- Providing the value
- Communicating the value
What are the characteristics of a core competency?
- It is a source of competitive advantage and makes a significant contribution to perceived customer benefits.
- It has an implication in a wide variety of markets.
- It is difficult for competitors to imitate.
Customer value and holistic marketing
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What are the steps of business realignment and why may it be necessary?
- (Re)defining the business concept or "big idea".
- (Re)shaping the business scope.
- (Re)positioning the company's brand identity.
How do holistic marketers succeed?
What are the 3 key management questions addressed by holistic marketers?
- Value exploration: How a company identifies new value opportunities
- Value creation: How a company efficiently creates more promising new value offerings
- Value delivery: How a company uses its capabilities and infrastructure to deliver the new value offerings more efficiently
To what 3 key areas must be given priority to ensure selection of the right activities?
- Managing the companies business as an investment portfolio
- Assessing each business's strength by considering the market's growth rate and the company's position and fit in that market
- Establishing strategy, the company must develop a game plan for achieving its long-term objectives.
What are the 4 organizational levels of most companies?
- Corporate
- Division
- Business unit
- Product
What are the 2 different levels of a marketing plan?
- Strategic marketing plan: lays out the target markets and the firm's value proposition based on an analysis of the best marketing opportunities.
- Tactical marketing plan: specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
The question on the page originate from the summary of the following study material:
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