Book Title
Marketing 5th Edition

978-0077729028 Chapter 2 Slides

April 8, 2019 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
with Nike products.
Ask Students to comment on any
commercials they can recall and the
company itself. Students will start to
mention many topics in the chapter
including target markets, marketing mix
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
excellence that draws the student’s
2-5: Customer Excellence Luthansa airlines retains customers by
offering the best possible service at the
best possible price.
Ask students what this might include
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
In recent years, firms such as Wal-Mart
have achieved competitive advantage
by utilizing operational excellence.
That is, by controlling price and how
products are delivered to their stores,
they have been able to offer customers
low prices on a wide array of goods.
This is made possible through the use
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
NOT be confused with the fact that the
product has a clear and distinctive
brand image and that it is clearly
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
2-11: Check Yourself 1. Identifies a firm’s target market,
related marketing mix their four Ps
and the bases upon which the firm
plans to build a sustainable competitive
2. Customer excellence, operational
excellence, product excellence,
locational 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
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
improved execution, the diaper
manufacturer ultimately found success.
However, even well-executed plans
require monitoring and updating,
because the needs of any market
constantly change.
2-14: Step One: Defining the Mission and/or Vision Group activity: Students should
develop a mission statement for their
The resultant mission statement would
offer a good way to assess and set
student expectations.
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
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
exercise of building a marketing plan
for their college.
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
marketplace into subgroups or
segments, determines which of those
segments it should pursue or target, and
finally decides how it should position
its products and services to best meet
the needs of those chosen targets.
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
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
most value for the firm.
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
targets busy women.
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
perceive as valuable enough to buy.
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
Show students two differently priced
products from the same category and
ask students which one they view as
better value and why?
For example, an Apple iPod vs. a
Microsoft Zune player. Or alternatively
Aquafina vs. Perrier. Also explain that
in this course, more discussion of value
will be done throughout the semester.
2-23: Place and Value Delivery Getting the product to consumers at the
exact moment they desire it is difficult.
Firms therefore are experimenting with
different forms of distribution, such as
vending machines for cell phones, to
offer consumers 24/7 access to
Staples has incorporated web kiosks in
their stores to access Staples.com.
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
Firms cannot simply remain content
with a strategy for too long. Over time,
all strategies must be revised to adjust
to new markets, new competitors, and
new technologies.
The firm must recognize not only its
failures, but also its successes to ensure
continued success. The full description
of the Boston Consulting Group Matrix
is found in the Appendix to Chapter
One. In general it is an example of
portfolio analysis.
Visit the P&G website and ask
students to recognize stars, cash cows
and question marks (newer products).
You won’t find any dogs at the P&G
2-26: Which Quadrant? Ask students to identify which
quadrant of the Boston Consulting
Group portfolio analysis do these
products belong to?
The Apple iMac Desktop would be
considered a cash cow, while the iPad
would be considered a Star.
2-27: Check Yourself 1. Business mission and objectives,
situation analysis and SWOT,
identify opportunities, implement
marketing mix, evaluate
performance using marketing
2. SWOT analysis (strengths,
weaknesses, opportunities, threats)
3. Segmentation, Targeting,
4. Stars, Cash Cows, Question Marks,
2-28: Growth Strategies The growth strategies model is crucial
for students to understand.
Fundamentally, all strategies involve
one or a combination of the four factors
pictured in this slide. Each can be used
to achieve different objectives.
2-29: Market Penetration Sales encourage current users to
consume more of the current product
mix, but they also bring new customers
to the business.
Many strategies can be used to get
current consumers to consume more of
your product.
The web link is for a YouTube ad where
Heinz asked customers to make videos
and submit for the uses of Heinz.
This is one of many ads that were
submitted. (Reminder - always check
YouTube links before class).
Group activity: Ask students to
brainstorm ways in which firms can get
current consumers to consume more.
Example solutions might include
coupons, loyalty cards, or serving size
2-30: Market Development Strategy This might include targeting growing
ethnic groups in the U.S. or global
expansion, which is a popular way for
many firms to improve their
Ask international students, if you
have them in your class, what types of
products and brands are entering their
2-31: Product Development A product development strategy
requires that the firm understands its
current consumers’ needs/wants well
enough to identify other
products/services that would be
attractive to them.
Ask students for examples of products
that are targeted to them by companies
who already have their business. They
will no doubt mention many food
products including drinks, candy and
fast food.
2-32: Game On – Clash of the Video Games This clip focuses on marketing the
“next best thing” in the gaming
Focuses on battling for the gaming
market share and influencing spending
of discretionary income.
Note: Please make sure that the video
file is located in the same folder as the
PowerPoint slides.
2-33: Diversification A diversification strategy introduces a
new product or service to a market
segment that currently is not served.
Diversification opportunities may be
either related or unrelated. In a related
diversification opportunity, the current
target market and/or marketing mix
shares something in common with the
new opportunity.
In other words, the firm might be able
to purchase from existing vendors, use
the same distribution and/or
management information system, or
advertise in the same newspapers to
target markets that are similar to their
current consumers.
In contrast, in an unrelated
diversification, the new business lacks
any common elements with the present
2-34: Check Yourself 1. Market penetration, market
development, product development,
2. Product development and market
3. Diversification