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Principles of Marketing: Company and Marketing Strategy: Partnering To Build Customer Relationships
Principles of Marketing: Company and Marketing Strategy: Partnering To Build Customer Relationships
Principles of Marketing
Learning Objectives
After studying this chapter, you should be able to:
1.
Explain companywide strategic planning in its four steps
2.
Discuss how to design business portfolios and develop growth
strategies
3.
Explain marketings role in strategic planning and how
marketing works with its partners to create and deliver
customer value
4.
Describe the elements of a customer-driven marketing
strategy and mix, and the forces that influence it
5.
List the marketing management functions, including the
elements of a marketing plan, and discuss the importance of
measuring return on marketing investment
2-2
Chapter Outline
1.
2.
3.
4.
5.
2-4
Business objectives
Marketing objectives
2-6
2-7
2-8
2.
3.
2-9
Company division
2-11
Stars
Cash Cows
Question marks
Dogs
2-12
2-14
2-16
Market penetration
Market development
Product development
Diversification
2-17
2-20
2-22
2-23
2-24
2-25
2-27
2-28
Product
Price
Place
Promotion
2-29
2-31
2-32
Analysis
Planning
Implementing
Controlling
2-33
Strengths
Weaknesses
Opportunities
Threats
2-34
Functional
Geographic
Product
Market or customer management
2-40
Sales manager
Market research manager
Customer service manager
New product manager
2-41
2-42
2-44
Operating control
Strategic control
2-45
2-47
Customer acquisition
Customer retention
Customer lifetime value
2-49