营销管理（第16版）（营销学领域的奠基之作，被广泛称赞的教材，适合当下商业环境的全新版本 热销半个世纪的营销圣经，菲利普·科特勒代表作品）

Chapter Title

• This chapter is about strategic marketing and management, emphasizing the importance of well-defined marketing plans and their frequent updates to stay relevant and effective. It outlines strategic market analysis, planning, and management, essential for firms focused on creating superior value for target customers, collaborators, and the company.

• By learning the core concepts of strategic marketing, you'll learn how to:

  • Define clear objectives.
  • Develop effective strategies.
  • Design actionable marketing plans to steer business success.

Core Content:

1. Outline the Key Activities of Marketing Management

• To strategically plan, prioritize: managing the business as a portfolio, assessing market growth rate and the company's market position, and developing viable business models.

2. Emphasize the necessity of a clear articulation of a “Mission”

• The mission clarifies organizational purpose, guiding actions by specifying the business, target customer, value proposition and future trajectory.

3. Illustrate importance of a strong “Corporate Culture”

• A supportive and inclusive corporate culture is key to differentiate the company and foster great Customer Service.

4. Introduce “Strategic Business Units” and their characteristics

• The SBU has three key traits: It's distinct from other units, possesses its own competitors, and features a manager in charge of strategic planning and profit performance.

5. Detail “Marketing strategy” components in identifying target markets and value propositions

• The target market selection and the value proposition are foundations to business's model.
  • The target market must select carefully with customers, competitors, collaborators, the company, and the context.
  • The value proposition should emphasize customer, collaborator, and the company value.

6. Define a "Marketing Mix" with 7 attributes also known as the 7Ts: Product, service, brand & etc.

• There're 7 attributes defining marketing tactics: product, service, brand, price, incentives, communication, and distribution.
  • These tactics need to be carefully designed to deliver market value in terms of attractiveness, awareness, and availability of the offering to customers.

7. Introduce a management framework with the marketing G-STIC plan (Goal, strategy ＆ etc) with 5 activities

• The framework helps formulate actions by defining goals, strategies, tactics, implementations, and controls.
• Goal includes selecting primary focus and performance benchmarks.
• Strategy entails selecting target markets and value propositions.
• Tactics describe key features of the marketing offers
• Implementation makes the preparation to deploy and sell.
• Controll uses monitoring as actions comply with the business.

8. Describe The Importance in Building a Good Marketing Plan

• A strong marketing plan functions as a roadmap, guiding and synchronizing marketing efforts by clarifying goals and strategies that communicate to stakeholders.
• Should periodically be reviewed in a systematic and unbiased way to identify missed opportunities, assess whether key components are aligned with market, and plan for future business.

Q&A

Q: What is involved in determining the business goals during marketing planning?

• A: Determining the business goals involves defining a primary focus (e.g., increasing sales or improving customer satisfaction) and setting quantifiable performance benchmarks (e.g., achieving a sales increase of 10% within a year).

Q: How is the marketing mix defined in the context of a marketing strategy?

• A: The marketing mix is defined through the seven tactical attributes: product, service, brand, price, incentives, communication, and distribution. These attributes are carefully designed to align with the overall strategy and deliver the intended value to the target market.

Q: Why is it important to continually update marketing plans?

• A: Continual updates ensure that marketing plans remain relevant and effective in a changing market environment. Regular updates help companies respond to shifts in the competitive landscape, customer preferences, and overall market conditions.