1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes

Power Point Slide Teaching Notes

2-1: Developing Marketing Strategies and a

Marketing Plan

2-2: Learning Objectives These questions are the learning

objectives guiding the chapter and will

be explored in more detail in the

following slides.

2-3: Nike Students will most likely be familiar

and sustainable competitive advantage.

2-4: Sustainable Competitive Advantage This slide covers the four strategies to

create and deliver value and a

sustainable competitive advantage.

Ask students to think of companies

who they are very loyal to in many

categories (food, electronics, and

personal care)? Is it their product,

location, operational, or customer

for an airline? For economy they offer

meals, free drinks and fun toiletries and

for the first class customer massages,

manicures and stand-up bars in flight.

2-6: Operational Excellence The text highlights how firms can use

the various elements of the marketing

mix to achieve a competitive

advantage.

In recent years, firms such as Wal-Mart

have achieved competitive advantage

of efficient operations and excellent

relationships with suppliers.

2-7: New Balance – Can America Compete? Marketing the “Made in America”

concept. This clip features the New

Balance brand. The clip focuses on the

value found in U.S. made brands and

evaluating the cost vs. time factor.

Note: Please make sure that the video

file is located in the same folder as the

PowerPoint slides.

2-8: Product Excellence Ask students how this is an example of

product excellence.

Students might say it is product

excellence because of the high quality

of the product.

Point out the fact that expensive should

2-9: Locational Excellence A competitive advantage based on

location is sustainable because it is not

easily duplicated.

2-10: What Competitive Advantage? Ask students which of the four value

choices is Singapore Airlines using?

Singapore Airlines is using customer

excellence to create and deliver value

and to develop sustainable competitive

advantages.

2-11: Check Yourself 1. Identifies a firm’s target market,

related marketing mix — their four Ps

plans to build a sustainable competitive

advantage.

2. Customer excellence, operational

excellence, product excellence,

2-12: The Marketing Plan Explain to students that the marketing

plan should be a written plan yet many

companies do not write it down.

Ask students why companies tend to

not write down marketing plans. The

most likely answer is that they don’t

take the time or haven’t organized the

strategy.

2-13: Three Phases of a Strategic Plan A poorly executed plan leads to failure,

regardless of how good or solid the plan

may be.

The world is full of good plans poorly

executed. When initially introduced,

diapers designed differently for boys

and girls bombed because the market

was not ready for the product; through

develop a mission statement for their

school.

The resultant mission statement would

2-15: MADD Promotion Notice how MADD works to translate

its Mission Statement into action

through its promotion efforts

2-16: Step Two: Conduct a Situation Analysis Using

SWOT

A SWOT analysis is comprehensive, in

that it offers both an internal and an

external assessment. The firm therefore

must possess expertise in both what the

firm can provide and what the market

wants the firm to provide.

Students can take a few minutes and fill

in a SWOT analysis for their in-class

2-17: Step Three: Identifying and Evaluating

Opportunities Using STP

After completing the situation audit, the

next step is to identify and evaluate

opportunities for increasing sales and

profits using STP (segmentation,

targeting, and positioning).

With STP, the firm first divides the

2-18: Hertz: Segmentation, Targeting, Positioning Hertz offers different vehicles to meet

the transportation needs of diverse

segments. Each class of automobile

offers something to please every

segment.

2-19: What Segments? Ask students what segments is Nike

going after?

2-20: Step Four: Implement Marketing Mix and

Allocate Resources

In all firms, resources are scarce and

must be allocated so that they create the

Ask Students to point out the elements

of the marketing mix in this ad? They

will certainly see the value creation in

the product and the promotion which

2-21: Product and Value Capture Because the key to the success of any

marketing program is the creation of

value, firms attempt to develop

products and services that customers

2-22: Price and Value Capture These will be covered in the pricing

chapters later in the book. It is worth

spending some time on Value-based

pricing.

Show students two differently priced

products from the same category and

ask students which one they view as

better value and why?

Firms therefore are experimenting with

different forms of distribution, such as

vending machines for cell phones, to

Thus, consumers are able to buy

products that are out of stock in-store.

Ask students if they are familiar with

Sephora, if they like it, and why? Most

likely they will be very fond of this

retailer. They offer an incredible

assortment in a well-organized, well

lighted, exciting retail environment.

2-24: Promotion and Value Communication Consumers enter into an exchange only

if they know that the firm’s product or

service appears in the marketplace. This

is why promotion is so important. They

won’t buy if they don’t know about it.

2-25: Step Five: Evaluate Performance and Make

Adjustments

Firms cannot simply remain content

with a strategy for too long. Over time,

to new markets, new competitors, and

new technologies.

The firm must recognize not only its

failures, but also its successes to ensure

portfolio analysis.

considered a cash cow, while the iPad