Marketing Course - Holistic Marketing Orientation and Customer Value
One view of holistic marketing sees it as “integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders.”
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Holistic marketers thus succeed by managing a superior value chain that delivers a high level of product quality, service, and speed. They achieve profitable growth by expanding customer share, building customer loyalty, and capturing customer lifetime value. Holistic marketers address three key management questions:
Value exploration - How a company identifies new value opportunities.
Value creation - How a company efficiently creates more promising new value offerings.
Value delivery - How a company uses its capabilities and infrastructure to deliver the new value offerings more efficiently.
What is a marketing plan?
A marketing plan is the central instrument for directing and coordinating the marketing effort. It operates at a strategic and tactical level.
Corporate and Division Strategic Planning
All corporate headquarters undertake four planning activities:
- Defining the corporate mission.
What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? These simple-sounding questions are among the most difficult a company will ever have to answer. Successful companies continuously raise and answer them.
- Establishing strategic business units.
The purpose of identifying the company’s strategic business units (SBU) is to develop separate strategies and assign appropriate funding. Senior management knows its portfolio of businesses usually includes a number of “yesterday’s has-beens”as well as “tomorrow’s breadwinners.”
Assigning resources to each strategic business unit. Newer methods rely on shareholder value analysis, and on whether the market value of a company is greater with an SBU or without it.
Assessing growth opportunities. This includes planning new businesses, downsizing, and terminating older businesses.
A nice layout of what is needed in this post @starjewel.