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The Marketing Plan - Marketing Strategy

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					The Marketing
    Plan
       Part 2
  Marketing Strategy
Marketing Strategy During
 the Product Life Cycle




          Exhibit 7.3
               Branding Strategy

• Key Issues In Branding
  – Brand Loyalty
  – Brand Equity
  – Brand Alliances
• Packaging and Labeling
  – Packaging
    • Protection, storage, convenience, etc.
  – Labeling
    • The Nutritional Labeling and Education Act of
      1990
    • Food Choking Prevention Act
 Unique Characteristics of Services
and Resulting Marketing Challenges




               Exhibit 7.6
         Pricing Strategies (1 of 2)
• Base Pricing Strategies
  –   Price Skimming
  –   Penetration Pricing
  –   Prestige Pricing
  –   Value-Based Pricing (EDLP)
  –   Competitive Matching
  –   Non-Price Strategies
• Adjusting Prices in Consumer Markets
  –   Promotional Discounting
  –   Reference Pricing
  –   Odd-Even Pricing
  –   Price Bundling
Description of Common Pricing
          Objectives




            Exhibit 8.1
 Strategic Issues in Distribution
 and Supply Chain Management
• Marketing Channel Structure
  – Exclusive Distribution
  – Selective Distribution
  – Intensive Distribution
• Channel Integration (three key factors)
  – Connectivity
  – Community
  – Collaboration
• Creating and Enhancing Value in the
  Supply Chain
Promotional Elements Used in IMC




              Exhibit 10.1
Promotion Strategy Over
 the Product Life Cycle




         Exhibit 10.2
    The Elements of
Marketing Implementation




          Exhibit 11.3
A Framework for Marketing Control




              Exhibit 11.6
 Financial Assessment Tools (1 of 2)
• Contribution Analysis
  – Attempts to determine the amount of output
    (revenues) that can be expected from a given set
    of inputs.
  – The formula for contribution analysis:




• Response Analysis
  – Addresses the question of incremental change.
    The goal is to estimate accurate response
    coefficients that can be used to predict the
    change in sales volume based on a change in
    one or more elements of the marketing mix.
 Financial Assessment Tools (2 of 2)
• Systematic Planning Models
  – Marketing managers often use a planning model
    to estimate the financial effects of marketing
    activities proposed in the marketing plan.
  – The inclusion of a detailed planning model in the
    marketing plan can assist the marketing
    manager in convincing top executives that the
    implications of the proposed marketing plan
    have been considered carefully.
 Financial Assessment Tools (2 of 2)
• Systematic Planning Models
  – Marketing managers often use a planning model
    to estimate the financial effects of marketing
    activities proposed in the marketing plan.
  – The inclusion of a detailed planning model in the
    marketing plan can assist the marketing
    manager in convincing top executives that the
    implications of the proposed marketing plan
    have been considered carefully.
Potential Ethical Issues in Marketing




                Exhibit 12.2
   Ethics, Social Responsibility,
   and Marketing Performance
• Firms that are ethical and socially
  responsible are rewarded with greater
  marketing performance.
• Having a strong ethical climate:
  – Increases employee commitment
  – Is conducive to a strong market
    orientation
  – Creates trust among a firm’s
    stakeholders
  – Increases customer loyalty

				
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