McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
FIGURE 22-2 The actions in the strategic
marketing process are supported and
directed by detailed reports, studies, and
memos
22-2
FIGURE A The strategic marketing phases
and their corresponding output reports
22-3
LO1
THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS
THE VARIETY OF MARKETING PLANS

Long-Range Marketing Plans

Annual Marketing Plans
22-4
LO2
THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS
MARKETING PLANNING FRAMEWORKS

Porter’s Generic Business Strategies

Cost Leadership Strategy

Differentiation Strategy

Cost Focus Strategy

Differentiation Focus Strategy
22-5
FIGURE 22-3 Porter’s four generic
business strategies involve combinations of
competitive scope and costs vs. product
differentiation
22-6
LO2
THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS
DIVERSIFICATION ANALYSIS

Diversification Analysis

Market Penetration

Market Development

Product Development

Diversification
22-7
FIGURE 22-4 Diversification analysis and
the four market-product strategies for
General Mills
22-8
LO2
THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS
SYNERGY ANALYSIS

Synergy Analysis
22-9
THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS
LO3
MARKETING PLANNING AND STRATEGY LESSONS

Guidelines for an Effective Marketing Plan
• Set Measurable, Achievable Goals
• Use a Base of Facts and Assumptions
• Use Simple, but Clear and Specific Plans
• Have Complete and Feasible Plans
• Make Plans Controllable and Flexible
22-10
LO3
THE IMPLEMENTATION PHASE OF THE
STRATEGIC MARKETING PROCESS
IMPROVING IMPLEMENTATION OF MARKETING PROGRAMS

Communicate Goals and the
Means to Achieve Them

Have a Program
Champion Willing to Act
• Product or Program Champion

Reward Successful Program Implementation
22-11
LO3
THE IMPLEMENTATION PHASE OF THE
STRATEGIC MARKETING PROCESS
IMPROVING IMPLEMENTATION OF MARKETING PROGRAMS

Foster Open Communications to
Surface Problems
• Surface Problems Immediately
• Get Help—Don’t Keep Problems to Yourself
• Avoid the “NIH” Syndrome
22-12
LO4
THE IMPLEMENTATION PHASE OF THE
STRATEGIC MARKETING PROCESS
IMPROVING IMPLEMENTATION OF MARKETING PROGRAMS

Schedule Precise Tasks,
Responsibilities, and Deadlines
• Action Item List
• Program Schedules
• Gantt Chart
22-13
LO6
THE EVALUATION PHASE OF
THE STRATEGIC MARKETING PROCESS

The Marketing Evaluation Process

Evaluation Involves Marketing ROI,
Metrics, and Dashboards
• Marketing ROI
• Marketing Metrics
• Marketing Dashboards

Taking Marketing Actions
22-14