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CHAPTER
9
DEVELOPING A MARKETING
STRATEGY AND MARKETING PLAN
9-1 Elements of a Marketing Strategy
9-2 Marketing Mix Alternatives
9-3 Analyzing Consumer Purchase
Classifications
9-4 Marketing Planning
9-5 Developing a Marketing Plan
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©KRAFT
Focus Questions:
 What memorable impression
is Nabisco trying to leave
with consumers who view
this ad?
 How are the words and
images in the ad used
effectively?
 What consumer needs are
the focus of the ad?
 Do you believe Nabisco has
clearly demonstrated how
the product appeals to those
needs?
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9-1
ELEMENTS OF
A MARKETING STRATEGY
GOALS
Describe how market segments are
defined.
Understand the four criteria that an
effective target market must meet.
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Differentiating
Market Segments
Start with a market
Recognize differences and similarities
Segmenting factors
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Selecting Target Markets
A target market is a clearly identified
segment of the market to which the
company wants to appeal.
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9-2
MARKETING MIX
ALTERNATIVES
GOALS
 Describe aspects of a basic product that can
be altered to improve its market appeal.
 Discuss important influences on distribution,
pricing, and promotions.
 Define four stages of a product life cycle.
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Fine-Tuning the Product
 Basic product
 Product features
 Options
 Associated services
Chapter 9
 Brand/image
 Guarantee/warranty
 Packaging
 Uses
MARKETING
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Distribution, Price, and Promotion
 Distribution is the marketing mix element that
facilitates the physical exchange of products and
services between businesses and their customers
 Price as a marketing mix element is defined as the
amount a buyer pays as well as the methods of
increasing the value of the product to the customers.
 Promotion includes the methods and information
communicated to customers to encourage purchases
and increase their satisfaction.
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Analyzing the Product Life Cycle
Three factors to consider when planning
a marketing mix:
 Type of competition
 Purchase behavior of consumers
 Strengths and weaknesses of the business
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Stages of a
Product Life Cycle
Introduction
Growth
Maturity
Decline
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9-3
ANALYZING CONSUMER
PURCHASE CLASSIFICATIONS
GOALS
Describe the four consumer purchase
classifications.
Explain how purchase classifications
affect marketing planning.
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How Consumers Shop
The consumer purchase classification
system is based on two factors:
Importance of the purchase to the
consumer
Willingness of the consumer to shop
and compare products before making
the purchase
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Classifying Products
for the Consumer Market
 Convenience Goods
 Staple goods
 Impulse goods
 Emergency goods
 Shopping Goods
 Attribute-based goods
 Price-based goods
 Specialty Goods
 Unsought Goods
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Using Purchase
Classifications in Marketing
Convenience goods
Shopping goods
Specialty goods
Unsought goods
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9-4
MARKETING PLANNING
GOALS
Understand the benefits of marketing
planning.
Describe the steps of developing a
marketing plan.
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The Benefits of Planning
What is a marketing plan?
From strategy to plan
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Preparing for
Marketing Planning
Planning to plan
Plans require information
 Performance of the company
 Performance of competitors
 Changes outside the company
 Information about current and prospective
customers
Gathering needed information
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9-5
DEVELOPING
A MARKETING PLAN
GOALS
 Identify the five types of market analysis used
in developing a marketing plan.
 Explain how a marketing strategy is
incorporated within a marketing plan.
 Explain the need for activity schedules and
evaluation procedures in a marketing plan.
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Analyzing the Market
Company mission
Current markets and strategies
Primary competitors
External environment
Internal analysis
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Developing the Marketing Strategy
Determining goals and outcomes
Defining a target market
Specifying the marketing mix
Developing a positioning statement
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Planning for Action
Activity schedule
Evaluation procedures
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© 2009 South-Western, Cengage Learning