CHAPTER 02
Developing marketing strategies and plans.
MARKETING AND CUSTOMER VALUE.
Marketing involve satisfying customer needs and wants. The
task of every business is to deliver customer value at a profit.
The company can win customer by delivering superior
customer value. It means company can providing a value
preposition product and also communicate it
CON…..
The value delivery process.
The traditional view of marketing. company can purchase some
thing and then sell some thing. They can not making segment. In
these traditional view of value deliver process the company aim
is to make the product. And second to sell the product which
discuss here.
(1)MAKING STRATEGIES
In traditional value deliver process company first of all choose
the first step, which in this step company can develop the
product design.
(1) design. Company first of all develop the product design, in
product design they can decide what product design will be
choose. In design they simply decide according to the logo, shape
collar, and about the size of the product.
(2) MAKE THE PRODUCT.
In this stage company can manufactured the product. Which
already company can establish the design. But can not focus on
the customer need and wants.
(3) price. The third step of traditional value process is to setting
the product price. Every business man can set price according to
our choice no suggestion of skimming price and psychological
price.
(2) SELLING STRATEGIES
In selling strategies company can sell the
complete finish form of product. Company can
use different promotion strategies 'for the
purpose of increasing sales of the company,
 Distribute product into different location.
 Provide services to customer for the purpose of
increasing number of customer.

(2) VALUE CREATION AND DELIVERY
SEQUENCE.
In the modern technique of marketing company
can used three broad concepts
 Choose the value
 Provide the value
 Communicate the value
(1)Choose the value. In the value creation process
company can first of all choose the value. to select
a proper value selection, company first of all
conduct segmentation stage.

SEGMENTATION
Divided the total market into different parts is
called segmentation. When company can
conducting segmentation, after this company can
use the second step of the value creation process
is to,
 Target market. Target market mean to select one
or more then one market of these total segment
and to deliver the product is called target market.

VALUE POSITIONING

The third step of the value creation process is to
establish the position of our business or our
product, positioning can be establish on the basis
of p.o.p and p.o.d.
(2)PROVIDE THE VALUE.
(1)
Product development, in product development strategies
marketer can develop the product, increasing number of
feature in according with the customer requirement such as
radical and incremental product
(2)
Pricing. When company can develop the product. After this
company can set the price of the product such as skimming
and psychological price.
(3) COMMUNICATE THE VALUE
(1)
Sales force. To proper communication marketer need to
communicate effectively to customer, these communication
is possible through hiring sales force. Because sales force can
direct meet to customer.
(2)
Sales promotion company can also used sales promotion
strategies such as provide discount facilities new packages
which these facilities can increase the sales of the company.
(3) ADVERTISING
Company can also used advertising campaign because
advertising is a paid form of non personal communication
which create awareness of the customer. If proper (Aida) model
is used.
CENTRAL ROLE OF STRATEGIC
PLANNING
Strategic planning means to making
long term planning for our business.
Successful company can understand
customer value, delivering customer
value and capturing customer value.
And sustaining customer value. To
ensure and select right activities
marketer must give priority to
strategic planning in three key areas.
CON……
(1)
(2)
(3)
Managing a business investment
portfolio
Assessing each business strength
And the business position in the
market.
WHAT IS SWOT ANALYSIS.
Swot analysis is a key factor of the
organization point of view. Swot is
the abbreviation of (s) strength (w)
weaknesses (o) is opportunity and (t)
is threats.
Strength and weaknesses is an
external factor and threats and
opportunity is external factor.
STRENGTH
strength is the internal factor of the
organization, marketer first of all
identify the strength of our business
and after this they can conducting
planning in our business.
(2) weaknesses. Weaknesses can also
be internal factor marketer can
analysis our weakness and after this
they can try to control it.
(3) OPPORTUNITY
Opportunity is the external factor of the
organization, it is necessary that marketer can
identify the opportunity of the business. For what
area opportunity can be available which business
can take it.
(4) threats. Threats is also external factor which
marketer can identify it. threats is competitor,
threats is also created from govt.