Professional Documents
Culture Documents
Principles of Marketing
Strategic Planning
2-4
Companywide Strategic Planning:
Defining Marketing’s Role
2-5
Companywide Strategic Planning:
Defining Marketing’s Role
• Business objectives
• Marketing objectives
2-6
Companywide Strategic Planning:
Defining Marketing’s Role
2-7
Companywide Strategic Planning:
Defining Marketing’s Role
2-8
Companywide Strategic Planning:
Defining Marketing’s Role
2-9
Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
2-12
Companywide Strategic Planning:
Defining Marketing’s Role
2-13
Companywide Strategic Planning:
Defining Marketing’s Role
2-14
Companywide Strategic Planning:
Defining Marketing’s Role
2-17
Companywide Strategic Planning:
Defining Marketing’s Role
2-18
Companywide Strategic Planning
Defining Marketing’s Role
2-19
Companywide Strategic Planning
Defining Marketing’s Role
2-20
Planning Marketing: Partnering
to Build Customer Relationships
2-22
Planning Marketing: Partnering
to Build Customer Relationships
Partnering with Others in the Marketing System
Value delivery network is made up of the
company, suppliers, distributors, and
ultimately customers who partner with
each other to improve performance of the
entire system
2-23
Marketing Strategy and the
Marketing Mix
2-25
Marketing Strategy and the
Marketing Mix
2-26
Marketing Strategy and the
Marketing Mix
2-27
Marketing Strategy and the
Marketing Mix
2-28
Marketing Strategy and the
Marketing Mix
2-30
Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The four Ps
2-31
Marketing Strategy and the
Marketing Mix
2-32
Managing the Marketing Effort
Marketing Analysis
2-35
Managing the Marketing Effort
Marketing Analysis
2-36
Managing the Marketing Effort
Market Planning
2-37
Managing the Marketing Effort
Market Planning
Sections of a marketing plan include:
• Executive summary
• Current marketing situation
• Threats and opportunities
• Objective and issues
• Action programs
• Budgets
• Controls
2-38
Managing the Marketing Effort
Marketing Implementation
2-41
Managing the Marketing Effort
Marketing Department Organization
2-42
Managing the Marketing Effort
2-44
Managing the Marketing Effort
Marketing Control
2-45
Managing the Marketing Effort
Marketing Control
2-46
Managing the Marketing Effort
Marketing Control
2-47