Professional Documents
Culture Documents
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
Companywide Strategic Planning: Defining Marketings Role Planning Marketing: Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Managing the Marketing Effort Measuring and Managing Return on Marketing Investment
2-3
1.
2.
3. 4. 5.
2-4
2-6
2-7
2-8
2. 3.
Identify key businesses making up the company Assess the attractiveness of its various SBUs Decide how much support each SBU deserves
2-9
2-11
2-14
Difficulty in defining SBUs and measuring market share and growth Time consuming Expensive Focus on current businesses, not future planning
2-15
2-16
Product/market expansion grid strategies Market penetration Market development Product development Diversification
2-17
2-20
2-22
2-23
2-24
2-25
2-27
2-28
2-29
Product is the goods and services in combination that the company offers to the target market Price is the amount of money customers have to pay to obtain the product
2-30
Place is the company activities that make the product available to target customers Promotion is the activities that communicate the merits of the product and persuade target customers to buy it
2-31
2-32
2-33
Sections of a marketing plan include: Executive summary Current marketing situation Threats and opportunities Objective and issues Action programs Budgets Controls
2-38
2-40
Sales manager Market research manager Customer service manager New product manager
2-41
2-42
2-44
2-45
2-47
2-49
Dowling College, MBA Georgetown University, BS Business Administration Adjunct Professor, LIM College, NY Adjunct Professor, Long Island University, NY Lecturer, California Polytechnic State University, Pomona, CA President, Walter Heimler, Inc.