1、 2- 1Chapter 2Company and Marketing StrategyPartnering to Build Customer Relationshipsi t s good and good for you2- 2Company and Marketing Strategy Companywide Strategic Planning: Defining Marketings Role Designing the Business Portfolio Planning Marketing: Partnering to Build Customer Relationships

2、 Marketing Strategy and the Marketing Mix Managing the Marketing Effort Measuring and Managing Return on Marketing InvestmentTopic Outline2- 3Companywide Strategic PlanningStrategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capabilities

3、 and its changing marketing opportunitiesStrategic Planning2- 4Companywide Strategic PlanningSteps in Strategic Planning2- 5Companywide Strategic Planning The mission statement is the organizations purpose, what it wants to accomplish in the larger environment Market-oriented mission statement defin

4、es the business in terms of satisfying basic customer needsDefining a Market-Oriented MissionWe help you organize the worlds information and make it universally accessible and useful.2- 6Companywide Strategic PlanningSetting Company Objectives and Goals2- 7Companywide Strategic PlanningThe business

5、portfolio is the collection of businesses and products that make up the companyPortfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the companyDesigning the Business Portfolio2- 8Companywide Strategic PlanningStrategic bus

6、iness units can be Company division Product line within a division Single product or brandAnalyzing the Current Business Portfolio2- 9Companywide Strategic PlanningAnalyzing the Current Business Portfolio2- 10Companywide Strategic Planning:2- 11Companywide Strategic Planning Difficulty in defining S

7、BUs and measuring market share and growth Time consuming Expensive Focus on current businesses, not future planningProblems with Matrix Approaches2- 12Companywide Strategic PlanningProduct/market expansion grid is a tool for identifying company growth opportunities through market penetration, market

8、 development, product development, or diversificationDeveloping Strategies for Growth and Downsizing2- 13Companywide Strategic PlanningDeveloping Strategies for Growth and Downsizing Product/Market Expansion Grid Strategies2- 14Companywide Strategic PlanningMarket penetration is a growth strategy in

9、creasing sales to current market segments without changing the productMarket development is a growth strategy that identifies and develops new market segments for current productsDeveloping Strategies for Growth and Downsizing2- 15Companywide Strategic PlanningProduct development is a growth strateg

10、y that offers new or modified products to existing market segmentsDiversification is a growth strategy through starting up or acquiring businesses outside the companys current products and marketsDeveloping Strategies for Growth and Downsizing2- 16Companywide Strategic PlanningDownsizing is the redu

11、ction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the companys overall strategyDeveloping Strategies for Growth and Downsizing2- 17Planning MarketingPartnering to Build Customer RelationshipsValue chain is a series of departments

12、that carry out value-creating activities to design, produce, market, deliver, and support a firms products2- 18Planning MarketingPartnering to Build Customer RelationshipsValue delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other t

13、o improve performance of the entire system2- 19Marketing Strategy and the Marketing Mix2- 20Marketing Strategy and the Marketing MixMarket segmentation is the division of a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate pro

14、ducts or marketing mixesMarket segment is a group of consumers who respond in a similar way to a given set of marketing effortsCustomer-Driven Marketing Strategy2- 21Marketing Strategy and the Marketing MixMarket targeting is the process of evaluating each market segments attractiveness and selectin

15、g one or more segments to enterCustomer-Centered Marketing Strategy2- 22Marketing Strategy and the Marketing MixCustomer-Centered Marketing StrategyMarket positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the

16、 target consumer2- 23Marketing Strategy and the Marketing MixMarketing 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 marketDeveloping an Integrated Marketing Mix2- 24Marketing Strategy an

17、d the Marketing MixDeveloping an Integrated Marketing Mix2- 25Managing the Marketing Effort2- 26Managing the Marketing EffortMarketing Analysis SWOT Analysis2- 27Managing the Marketing EffortMarket PlanningParts of a Marketing Plan2- 28Managing the Marketing EffortImplementing is the process that tu

18、rns 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 strategiesMarke

19、ting Implementation2- 29Managing the Marketing EffortMarketing Department Organization 2- 30Managing the Marketing Effort Controlling is the measurement and evaluation of results and the taking of corrective action as needed to ensure the objectives are achieved. Operating control Strategic controlM

20、arketing Control2- 31Measuring and Managing Return on Marketing InvestmentReturn 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

21、of the profits generated by investments in marketing activities.2- 32Ch2 Review2- 33Which of the following is the first step in the strategic planning process?Setting company objectives and goalsDesigning the business portfolioDeveloping strategies for growth and downsizing1. Defining a market-orien

22、ted mission2- 34Which of the following is the first step in the strategic planning process?Setting company objectives and goalsDesigning the business portfolioDeveloping strategies for growth and downsizing1. Defining a market-oriented mission2- 35What is market penetration?Making more sales without

23、 changing the original product.Identifying and developing new markets for current products.Offering modified or new products to current markets.Starting up or buying businesses beyond current products and markets.2- 36What is market penetration?Making more sales without changing the original product

24、.Identifying and developing new markets for current products.Offering modified or new products to current markets.Starting up or buying businesses beyond current products and markets.2- 37Which of the following involves evaluating each market segments attractiveness and selecting one or more segment

25、s to enter? Market segmentationMarket positioningMarket targeting1. Market differentiation2- 38Which of the following involves evaluating each market segments attractiveness and selecting one or more segments to enter? Market segmentationMarket positioningMarket targeting1. Market differentiation2-

26、39Which of the following Cs best describes the Place component of the four Ps concept?Customer solutionConvenienceCommunication1. Customer cost2- 40Which of the following Cs best describes the Place component of the four Ps concept?Customer solutionConvenienceCommunication1. Customer cost2- 41In a S

27、WOT analysis, which of the following will be categorized as opportunities for a company?Internal capabilities, resources, and positive situational factorsNew technologies being developed by the research teamInternal limitations and negative situational factorsFavorable factors or trends in the exter

28、nal environment2- 42In a SWOT analysis, which of the following will be categorized as opportunities for a company?Internal capabilities, resources, and positive situational factorsNew technologies being developed by the research teamInternal limitations and negative situational factorsFavorable fact

29、ors or trends in the external environment2- 43In the BCG growth-share matrix, _are low-growth, high-share businesses or products.question marksdogsstars1. cash cows2- 44In the BCG growth-share matrix, _are low-growth, high-share businesses or products.question marksdogsstars1. cash cows2- 45Which of

30、 the following is the most common form of marketing organization?Functional organizationGeographic organizationProduct management organizationCustomer management organization2- 46Which of the following is the most common form of marketing organization?Functional organizationGeographic organizationPr

31、oduct management organizationCustomer management organization2- 47Which of the following involves checking ongoing performance against the annual plan and taking corrective action when necessary?Strategic controlTactical controlOperating control1. Financial control2- 48Which of the following involve

32、s checking ongoing performance against the annual plan and taking corrective action when necessary?Strategic controlTactical controlOperating control1. Financial control2- 49The product/ brand marketing plan begins with a(n) _.SWOT analysisgoalsobjectivesexecutive summary2- 50The product/ brand mark

33、eting plan begins with a(n) _.SWOT analysisgoalsobjectivesexecutive summary2- 51_ is a statement of the organizations purposeswhat it wants to accomplish in the larger environment.ObjectiveStrategyMarketing planMission 2- 52_ is a statement of the organizations purposeswhat it wants to accomplish in

34、 the larger environment.ObjectiveStrategyMarketing planMission 2- 53Projects Pick a company or brand from which you buy frequently. Visit their Web site and find the portfolio of products/services they sell. Pretend you are the company CEO. Categorize the products into logical groupings that will be

35、come your strategic business units (SBUs). Using your best judgment, allocate resources, using percentages, not dollar amounts, to each SBU (make sure the total comes to 100 percent). (Objective 2) Get the current issue of Fortune magazine; most college libraries carry it. Read the cover story and d

36、efine the 4 Ps of one of the companys products mentioned. Then define the 4 Cs of the same product. Are there differences? (Objective 4)2- 54 Form students into groups of three to five. Each group should read Real Marketing 2.1 “McDonalds: On a Customer-Focused Mission.” Each group should then answe

37、r the following questions and share their findings with the class. (Objective 2) Describe McDonalds major products through the use of the BCG matrix. Using the Product/Market Expansion Grid, shown in Figure 2.3, identify potential growth opportunities for McDonalds. What competitive strategies have been devel