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1
Chapter 2
Company and MarketingStrategy: Partnering toBuild CustomerRelationships
 
2
Strategic Planning
 
(pp.40-41)
Strategic Planning
is the process of developing and maintaininga
strategic fit
between the organization’s goals and capabilitiesand its changing marketing opportunities – for long-run survivaland growth
Strengths, WeaknessesStrengths, Weaknesses
Opportunities, ThreatsOpportunities, Threats
Strategic planning provides many benefitssuch as:
Encouraging management tothink aheadthink ahead systematically
Helping the company toanticipateanticipateandrespondrespond
 
3
Steps in Strategic Planning
 
(Fig. 2.1, p.41)Planningmarketing,and otherfunctionalstrategies
 
Planningmarketing,and otherfunctionalstrategiesCorporate LevelCorporate Level
Business unit,Business unit,product, andproduct, andmarket levelmarket level
Marketing’s role:Marketing’s role: 
(p. 51)
•
Guiding philosophy (marketing concept)
•
Inputs to planning (identifying attractive marketopportunities)
•
Marketing strategy
Partnering to Build Customer Relationships:Partnering to Build Customer Relationships:
(pp.52-54)
•
Value chain
(functional areas within the company “think customer”)
 
Designingthe businessportfolio
 
Designingthe businessportfolioSettingcompanyobjectivesand goals
 
Settingcompanyobjectivesand goalsDefining thecompanymission
 
Defining thecompanymission
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