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PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
2-1: Developing Marketing Strategies and a
Marketing Plan
2-2: Developing Marketing Strategies and a
Marketing Plan
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 loyalty?
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 advantage.
In recent years, firms such as Walmart 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 is this 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 positioned.
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—and the bases
upon which the firm plans to build a
sustainable competitive advantage.
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 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 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 Business
Mission
Group activity: Students should develop a
mission statement for their school.
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
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 analysis, 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: Market Segmentation 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 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 Creation 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 pricing.
Show students two differently priced products
from the same category and ask students
which one they view as better value and why.
For example, a Rolex vs. a Timex watch. 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 products.
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 Adjustments
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.
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 website.
2-26: Which Quadrant? Ask students to identify which quadrant of the
Boston Consulting Group portfolio analysis
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 metrics.
2. SWOT analysis (strengths, weaknesses,
opportunities, threats)
3. Segmentation, Targeting, Positioning
4. Stars, Cash Cows, Question Marks, Dogs
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.
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 changes.
2-30: Market Development 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 profitability.
Ask international students, if you have them
in your class, what types of products and
brands are entering their markets?
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 industry.
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 business.
2-34: Check Yourself 1. Market penetration, market development,
product development, diversification
2. Product development and market
penetration
3. Diversification
Additional Teaching Tips
In this chapter, the goal is to introduce students to an overview of the marketing plan, the concept
of customer value, and the utility of the SWOT matrix. It is important to teach students that the
importance of the marketing plan is to communicate the value proposition to consumers and to
provide direction on how that will be achieved.
The utility of the marketing plan must be conveyed throughout the course. Teach students that the
marketing plan is a subset of the business plan that forms the foundational strategy of
business. Students come to realize the importance of the marketing plan when the instructor
frequently makes connection to its purpose not only on the day the concept is taught but also
throughout the course.
Customer value is a difficult concept for students to grasp. Instructors may want to ask students
to write down something they find of value and what aspects lead to creating that value. The
instructor can then ask what they would trade for that value. It is important that instructors
communicate that value is more than monetary worth and can’t easily be measured. As a result,
marketers must conduct target market research in order to create the value proposition of their
marketing strategy.
The SWOT matrix may be easily demonstrated by dividing your class into groups and having
each group contribute one item to each of the four quadrants using the college they are attending
(common ground for all students) or a major chain food (such as McDonald’s) so that all students
are familiar with strengths, weaknesses, opportunities, and threats that may apply. Students can
work as a group and then each group may put their items on the white boar to form a collective
classroom SWOT. Instructors should then make the link that the opportunities and strengths
should filter into the marketing message delivered in advertising campaigns and other marketing
tools. Online tip: Instructors may want to divide their class by last name A-E Strengths, F-J
Weaknesses, and so forth to answer a discussion board question using the same concept. Students
could then complete an individual SWOT as an assignment. Another option would be to use the
same concepts and integrate it as an online team assignment where each team forms their
respective completed SWOT.
