Marketing_StrategyCourseFramework.ppt
-
Upload
alistercrowe -
Category
Documents
-
view
563 -
download
1
description
Transcript of Marketing_StrategyCourseFramework.ppt
![Page 1: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/1.jpg)
A. El-Ansary 2005
Adel I. El-AnsaryAdel I. El-AnsaryDonna L. Harper Professor of MarketingDonna L. Harper Professor of Marketing
Coggin College of BusinessCoggin College of Business4567 St. Johns Bluff Road, South4567 St. Johns Bluff Road, South
Jacksonville, FL 32224-2675Jacksonville, FL 32224-2675www.unf.edu/~aelansar/email: [email protected]: [email protected]
![Page 2: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/2.jpg)
A. El-Ansary 2005
Foundations of Foundations of Marketing StrategyMarketing Strategy
Customer
Company
Competitors
![Page 3: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/3.jpg)
A. El-Ansary 2005
Strategy Strategy FormulationFormulation
Tier I :Tier I : Marketing Marketing StrategiesStrategies
![Page 4: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/4.jpg)
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
![Page 5: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/5.jpg)
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
![Page 6: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/6.jpg)
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
![Page 7: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/7.jpg)
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
Diff
eren
tiat
io
n
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
![Page 8: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/8.jpg)
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
Diff
eren
tiat
io
nCompetitors
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
![Page 9: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/9.jpg)
A. El-Ansary 2005
Market Segmentati
onConsume
r Behavior
TargetinTargetingg
OfferGoodsGoods
ServicesServicesExperienceExperience
ss
Diff
eren
tiat
io
nCompetitors
Positionin
Positionin
gg
![Page 10: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/10.jpg)
A. El-Ansary 2005
Branding
Market Segmentation
Consumer Behavior
TargetinTargetingg Offer
GoodsGoodsServicesServices
ExperienceExperiencess
Diff
eren
tiat
io
n
Positionin
Positionin
gg
Competitors
![Page 11: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/11.jpg)
A. El-Ansary 2005
Strategy ImplementationStrategy ImplementationTier II :Tier II :
Marketing Mix & Marketing Mix &Customer Customer
Relationship Relationship ManagementManagement
![Page 12: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/12.jpg)
A. El-Ansary 2005
Segmentation
Targeting
Differentiation
Positioning
*IMCM: Integrated Marketing Communication Mix
Product/Service/
Experience
Brand
Price
Distribution
IMCM* / Promotion
CRM
XX
XX
XX
XX
XX
XX
XX
XX
XXXX
![Page 13: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/13.jpg)
A. El-Ansary 2005
Marketing StrategyMarketing Strategy
A Focus on the A Focus on the CustomerCustomer
![Page 14: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/14.jpg)
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperienceAntecedentsAntecedents
Improve Productivit
y
Structure
Operations
Strategy Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer Loyalty
ConsequencesConsequences
![Page 15: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/15.jpg)
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperience
Create Customer
Value
Customer Value =
Benefit - Cost
![Page 16: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/16.jpg)
A. El-Ansary 2005
Create Customer
Value
Creating Customer Creating Customer ExperienceExperience
Achieve Customer Satisfactio
n
Customer Satisfaction =
Expected Performance –
Delivered Experience
![Page 17: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/17.jpg)
A. El-Ansary 2005
Create Customer
Value
Achieve Customer Satisfactio
n
Creating Customer Creating Customer ExperienceExperience
Engender Customer Loyalty
Customer Loyalty
![Page 18: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/18.jpg)
A. El-Ansary 2005
AntecedentsAntecedents
![Page 19: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/19.jpg)
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperience
Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer
Loyalty
AntecedentAntecedentss
Improve Productivi
ty
![Page 20: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/20.jpg)
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperienceAntecedentAntecedent
ss
Improve Productivi
ty
Structure
Operations
Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer
Loyalty
Strategy
![Page 21: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/21.jpg)
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
E-Strategy
E-Commerce
Business Intelligence
Supply Chain
Management
Customer Relationship Managemen
t
Enterprise Resource Planning
Efficiency
Marketing Strategy
Strategy
![Page 22: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/22.jpg)
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
E-Strategy
Segment
Target
Differentiate
Position
Marketing Strategy
Effectiveness
Target to segments
Strategy
![Page 23: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/23.jpg)
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
Operations
Manufacturing Management
Marketing Management
Human Resource
Management
Financial Management
Strategic Profit Model
Internal Marketing
Outsourcing
![Page 24: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/24.jpg)
A. El-Ansary 2005
Antecedents of Positive Customer Antecedents of Positive Customer ExperienceExperience
Structure
Lease or Buy?
Strategic alliances
Partnership
Co-Branding
Co-Marketing
![Page 25: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/25.jpg)
A. El-Ansary 2005
ConsequencesConsequences
![Page 26: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/26.jpg)
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperience
Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer
Loyalty
ConsequencConsequenceses
Transactions
Relationships
![Page 27: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/27.jpg)
A. El-Ansary 2005
Consequences of Customer Consequences of Customer ExperienceExperience
Profitability
Transactions
Relationships
Business Share
Market Share
![Page 28: Marketing_StrategyCourseFramework.ppt](https://reader034.fdocuments.in/reader034/viewer/2022051818/54be24784a795992628b45c7/html5/thumbnails/28.jpg)
A. El-Ansary 2005
Creating Customer Creating Customer ExperienceExperienceAntecedentsAntecedents
Improve Productivit
y
Structure
Operations
Strategy Create Customer Value
Achieve Customer Satisfactio
n
Engender
Customer Loyalty
ConsequencesConsequences