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Kotler Pom 15e Inppt 02 GE
Kotler Pom 15e Inppt 02 GE
Chapter Two
Business Marketing
objectives objectives
• Build profitable • Increase
customer market share
relationships • Create local
• Invest in partnerships
research • Increase
• Improve profits promotion
Market Market
penetration development
a tool for identifying
company growth
opportunities Product
Diversification
development
Market targeting
is the process of evaluating each market
segment’s attractiveness and selecting one
or more segments to enter
Budgets Controls
Implementing
• Turns marketing plans into marketing actions
to accomplish strategic marketing objectives
• Addresses who, where, when, how
Functional organization
Geographic organization
Controlling
• evaluating of results
• taking of corrective action to achieve
objectives
• Operating control
• Strategic control