Principles of Marketing

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Principles of Marketing

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

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Chapter Outline

Companywide Strategic Planning: Defining Marketing’s 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

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1.

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3. 4. 5.

Companywide Strategic Planning: Defining Marketing’s Role

Strategic 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

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Companywide Strategic Planning: Defining Marketing’s Role

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

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Companywide Strategic Planning: Defining Marketing’s Role

Setting Company Objectives and Goals

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Business objectives Marketing objectives

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Companywide Strategic Planning: Defining Marketing’s Role

Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company

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Companywide Strategic Planning: Defining Marketing’s Role...