TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 2: Developing marketing strategies and a marketing plan

Chapter 2: Developing marketing strategies and a marketing plan. When you finish this chapter, you should: Define a marketing strategy, describe the elements of a marketing plan, analyze a marketing situation using SWOT analysis, describe how a firm chooses which consumer group(s) to pursue with its marketing efforts, outline the implementation of the marketing mix as a means to increase customer value, summarize portfolio analysis and its use to evaluate marketing performance, describe how firms grow their business. | developing marketing strategies and a marketing plan two Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 2-1 Define a marketing strategy. LO 2-2 Describe the elements of a marketing plan. LO 2-3 Analyze a marketing situation using SWOT analysis. LO 2-4 Describe how a firm chooses which consumer group(s) to pursue with its marketing efforts. LO 2-5 Outline the implementation of the marketing mix as a means to increase customer value. LO 2-6 Summarize portfolio analysis and its use to evaluate marketing performance. LO 2-7 Describe how firms grow their business. 2 Customer Excellence Courtesy Lufthansa USA. 3 Operational Excellence Efficient operations Excellent supply chain management Roger Tully/Stone/Getty Images 4 Product Excellence Courtesy Bridgestone Americas, Inc 5 Locational Excellence Many say “The three most important things in retailing are

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