chap02 Marketing Strategy Planning 营销.ppt

Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 1-* Summary Overview Customer equity is the expected earnings stream or the profitability of a firm’s current and prospective customers over time. Marketing strategy planning should guide the firm to increasing customer equity. Key Issues Top management expects marketing strategy planners to help identify opportunities that will lead to an increase in the firm’s customer equity. Top executives are ultimately responsible to the owners for increasing the financial value of a firm. What is profit?  ■ Profit is the difference between the firm’s revenues (total dollar  sales) and the total costs. ■ REVENUE – COSTS = PROFIT Marketing managers seek to increase customer equity by finding find cost-effective ways to increase earnings from current customers while also adding profitable new customers. ?Marketing manager needs to carefully consider what strategies will work together –to produce an overall marketing program that increases customer equity—when seeking new opportunities. The text emphasizes careful planning of one marketing strategy at a time. This slide relates to material on pp. 43-44. ?Indicates place where slide “builds” to include the corresponding point (upon mouse click). Summary Overview ? Strategy decisions dictate what business a company is in and what strategies it follows. Marketing strategy planning is emphasized in this presentation because strategy decisions usually determine success and failure. Key Issues Case history--the watch industry ?Through the years, Timex had captured a large share of market. ? The company combined low price and dependability with a catchy advertising slogan and intensive distribution. ? In the 1980s and 1990s, Timex faced increased competition. ? By the year 2000, Timex designers were refining the product to include other uses. Today, Timex faces competition from the makers of cell phones and/or MP3 players which