Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha logo copy.tif

SUMMARY by

Chapter

2
• • • How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include?

Developing Marketing Strategies And Plans
In this chapter, mainly the following points have been discussed

Developing the right marketing strategy over time, through discipline and a creative

Supply Chain
Many companies today outsource less critical resources if they can obtain better quality or lower cost. Also, many companies partner with specific suppliers and distributors to create a superior value delivery network, also known as Supply Chain.

thought process can go a long way in the marketing management process. Firms must constantly strive to improve every aspect of their strategy and the plans to guide the marketing process.

The Value Delivery Process
In the new view of business processes, marketing is viewed at the beginning of the planning stage. A smart competitor must design and deliver products for well-defined micro-markets and cater to their specific wants, perceptions and preferences. The Value Creation and Delivery Sequence can be divided into two segments of marketing: Strategic Marketing and Tactical Marketing.

Core Competencies
Core Competency refers to areas of special technical and production expertise, whereas distinctive capability describes excellence in broader business processes. Market-driven organizations generally excel in three distinctive capabilities: market sensing, customer linking and channel bonding.

Chapter 2 - Developing Marketing Strategies And Plans
A firm must coordinate all the department activities to conduct its core business

processes, through cross-functional teams
• Market-sensing process New-offering