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Chapter Two: Company and Marketing Strategy Partnering To Build Customer Relationships

Chapter 2: defining marketing's role Designing the Business Portfolio planning. Strategic planning is the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities. Strategic business unit (sbu) is a unit of the company that has a separate mission and objectives that can be planned separately.

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73 views25 pages

Chapter Two: Company and Marketing Strategy Partnering To Build Customer Relationships

Chapter 2: defining marketing's role Designing the Business Portfolio planning. Strategic planning is the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities. Strategic business unit (sbu) is a unit of the company that has a separate mission and objectives that can be planned separately.

Uploaded by

am_lunatic
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter Two

Company and Marketing Strategy


Partnering to Build Customer
Relationships
Copyright 2009 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 1

Company and Marketing Strategy


Topic Outline

Companywide Strategic Planning:


Defining Marketings Role
Designing the Business Portfolio
Planning Marketing: Partnering to Build
Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 2

Companywide Strategic Planning


Strategic Planning

Strategic planning is the process of


developing and maintaining a strategic
fit between the organizations goals and
capabilities and its changing marketing
opportunities

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 3

Companywide Strategic Planning


Defining a Market-Oriented Mission

The mission statement is the


organizations purpose, what it wants to
accomplish in the larger environment
Market-oriented mission statement
defines the business in terms of
satisfying basic customer needs

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 4

Companywide Strategic Planning


Setting Company Objectives and Goals

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 5

Companywide Strategic Planning


Designing the Business Portfolio

The business portfolio is the collection


of businesses and products that make
up the company
Portfolio analysis is a major activity in
strategic planning whereby
management evaluates the products
and businesses that make up the
company
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 6

Companywide Strategic Planning


Analyzing the Current Business Portfolio

Strategic business unit (SBU) is a unit of


the company that has a separate mission
and objectives that can be planned
separately from other company
businesses
Company division
Product line within a division
Single product or brand
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 7

Companywide Strategic Planning


Analyzing the Current Business Portfolio

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 8

Companywide Strategic Planning


Problems with Matrix Approaches

Difficulty in defining SBUs and


measuring market share and growth
Time consuming
Expensive
Focus on current businesses, not future
planning

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 9

Companywide Strategic Planning


Developing Strategies for Growth and Downsizing

Product/market expansion grid is a tool


for identifying company growth
opportunities through market
penetration, market development,
product development, or diversification

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 10

Companywide Strategic Planning


Developing Strategies for Growth and Downsizing
Product/Market Expansion Grid Strategies

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 11

Companywide Strategic Planning


Developing Strategies
for Growth and Downsizing

Market penetration is a growth strategy


increasing sales to current market
segments without changing the product
Market development is a growth strategy
that identifies and develops new market
segments for current products
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 12

Companywide Strategic Planning


Developing Strategies
for Growth and Downsizing

Product development is a growth


strategy that offers new or modified
products to existing market segments
Diversification is a growth strategy for
starting up or acquiring businesses
outside the companys current products
and markets
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 13

Companywide Strategic Planning


Developing Strategies
for Growth and Downsizing

Downsizing is the reduction of the


business portfolio by eliminating
products or business units that are not
profitable or that no longer fit the
companys overall strategy

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 14

Planning Marketing
Partnering to Build Customer Relationships

Value chain is a series of departments


that carry out value-creating activities to
design, produce, market, deliver, and
support a firms products

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 15

Planning Marketing
Partnering to Build Customer Relationships

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

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 16

Marketing Strategy and the


Marketing Mix
Customer-Driven Marketing Strategy

Market segmentation is the division of a


market into distinct groups of buyers
who have distinct needs, characteristics,
or behavior, and who might require
separate products or marketing mixes
Market segment is a group of consumers
who respond in a similar way to a given
set of marketing efforts
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 17

Marketing Strategy and the


Marketing Mix
Customer-Centered Marketing Strategy

Market targeting is the process of


evaluating each market segments
attractiveness and selecting one or
more segments to enter

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 18

Marketing Strategy and the Marketing


Mix
Customer-Centered Marketing Strategy

Market positioning is the arranging for a


product to occupy a clear, distinctive,
and desirable place relative to
competing products in the minds of the
target consumer

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 19

Marketing Strategy and the Marketing


Mix
Developing an Integrated Marketing Mix

Marketing mix is the set of controllable


tactical marketing toolsproduct, price,
place, and promotionthat the firm
blends to produce the response it wants
in the target market

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 20

Managing the Marketing Effort


Market PlanningParts of a Marketing Plan

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 21

Managing the Marketing Effort


Marketing Implementation

Implementing is the process that turns


marketing plans into marketing actions to
accomplish strategic marketing objectives
Successful implementation depends on
how well the company blends its people,
organizational structure, decision and
reward system, and company culture into
a cohesive action plan that supports its
strategies
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 2- slide 22

Managing the Marketing Effort


Marketing Department Organization

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 23

Managing the Marketing Effort


Marketing Control

Controlling is the measurement and


evaluation of results and the taking of
corrective action as needed
Operating control
Strategic control

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 24

Measuring and Managing


Return on Marketing Investment
Return on Marketing Investment (Marketing ROI)

Return on marketing investment (marketing


ROI) is the net return from a marketing
investment divided by the costs of the
marketing investment. Marketing ROI
provides a measurement of the profits
generated by investments in marketing
activities.

Copyright 2010 Pearson Education, Inc.


Publishing as Prentice Hall

Chapter 2- slide 25

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