Company and Marketing Strategy: Partnering to Build Customer Relationships
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 marketing’s 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
Chapter Outline
1. Companywide Strategic Planning: Defining Marketing’s Role
2. Marketing Strategy and the Marketing Mix
3. Managing the Marketing Effort
4. Measuring and Managing Return on Marketing Investment
Companywide Strategic Planning: Defining Marketing’s Role
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
Defining a Market-Oriented Mission
Mission statement: The organization’s purpose, what it wants to accomplish in the larger environment.
Market-oriented mission statement: Defines the business in terms of satisfying basic customer needs.
Setting Company Objectives and Goals
• Business objectives
• Marketing objectives
Companywide Strategic Planning: Defining Marketing’s Role
The business portfolio is the collection of businesses and products that make up the company
Analyzing the current business portfolio is the process by which management evaluates the products and businesses making up the company
Steps in Analyzing the Current Business Portfolio
1. Identify key businesses making up the company
2. Assess the attractiveness of its various SBUs
3. Decide how much support each SBU deserves
Steps in Analyzing the Current Business Portfolio
Identify key businesses making up the company
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 marketing’s 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
Chapter Outline
1. Companywide Strategic Planning: Defining Marketing’s Role
2. Marketing Strategy and the Marketing Mix
3. Managing the Marketing Effort
4. Measuring and Managing Return on Marketing Investment
Companywide Strategic Planning: Defining Marketing’s Role
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
Defining a Market-Oriented Mission
Mission statement: The organization’s purpose, what it wants to accomplish in the larger environment.
Market-oriented mission statement: Defines the business in terms of satisfying basic customer needs.
Setting Company Objectives and Goals
• Business objectives
• Marketing objectives
Companywide Strategic Planning: Defining Marketing’s Role
The business portfolio is the collection of businesses and products that make up the company
Analyzing the current business portfolio is the process by which management evaluates the products and businesses making up the company
Steps in Analyzing the Current Business Portfolio
1. Identify key businesses making up the company
2. Assess the attractiveness of its various SBUs
3. Decide how much support each SBU deserves
Steps in Analyzing the Current Business Portfolio
Identify key businesses making up the company