MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong ...

33 Pages·2012·2.38 MB·English

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Strategy
Company Marketing
and
Partnering Build Customer Relationships
to
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Outline
• Companywide Strategic Planning: Defining
Marketing’s Role
• Designing the Business Portfolio
• Planning Marketing: Partnering to Build Customer
Relationships
• Marketing Strategy and the Marketing Mix
• Managing the Marketing Effort
• Measuring and Managing Return on Marketing
Investment
Strategic Planning
Strategic plan is the company’s plan for
long run survival and growth that makes
the most sense given its situation,
opportunities, objectives, and resources.
A fit between marketing opportunities and
organizational goals and capabilities
Strategic Planning
• Strategic planning sets the stage for the rest of
the planning in the firm. Company’s usually
prepare :-
– Annual Plan
– Long range plan &- deals with co.’s current
businesses and how to keep
them going.
– Strategic plan – adapting the firm to take
advantage of opportunities in its constantly
changing environment.
Companywide Strategic Planning
Steps in Strategic Planning
Forming a Mission
• The following questions help in developing
sound company mission:
– What is your business?
– Who is the customer?
– What do customers value?
– What should our business be?
Defining a Market-Oriented Mission
Market oriented and Meaningful and
based on satisfying specific yet
customer needs motivating
Mission
Statement
Emphasize company’s
Should NOT be stated
strengths in the
in sales or profits
market
Examples of Market Oriented mission
statements
• Cold Stone Creamery’s mission isn’t simply to
sell ice cream. Its mission is to “make people
happy around the world by selling the highest
quality, most creative ice cream experience
with passion, excellence, and innovation.”
• Charles Schwab
– We are brokerage firm (product oriented – not)
– We are the guardian of our customers’ financial
dreams (Market oriented)
Setting Company Objectives and Goals
What Marketing Objectives?
Build profitable
Marketing
business
Objective?
relationships
Designing the Business Portfolio
•
The Business Portfolio is the collection of
businesses and products that make up the
Company
• The best business portfolio is the one that
best fits the company’s strengths and
weaknesses to opportunities in the
environment