B250F_lecture2-Jan2014 for student - B250F Introduction to...

This preview shows page 1 - 11 out of 61 pages.

Presentation Title runs herel00/00/001B250FIntroduction to MarketingWeek 2:Marketing ProcessandMarketing Planning
© 2012 Principles of Marketing: An Asian Perspective2Company and Marketing Strategy:Partnering to Build Customer Relationships2
© 2012 Principles of Marketing: An Asian Perspective3Chapter 2 Outline2.1Company-Wide Strategic Planning: Defining Marketing’s Role2.2Marketing Strategy and the Marketing Mix2.3Managing the Marketing Effort2.4Measuring and Managing Return on Marketing Investment
Understand company-wide strategic planning.Learn how to design business portfolios anddevelop strategies for growth.Be able to describe the marketing process andthe elements of customer-driven marketingstrategy.Learn the marketing management functions,including the elements of the marketing plan.Objectives
© 2012 Principles of Marketing: An Asian Perspective52.1Company-Wide Strategic Planning:Defining Marketing’s Role2.1
© 2012 Principles of Marketing: An Asian Perspective62.1 Company-Wide Strategic Planning:Defining Marketing’s RoleStrategic PlanningMARKETINGOPPORTUNITIESORGANIZATIONALCAPABILITIES ANDGOALSStrategic planningis theprocess of developing andmaintaining a strategic fitbetween the organization’sgoals and capabilities andits changing marketingopportunitiesPurpose:To find ways in which the companycan best use its strengths totake advantage of attractiveopportunities in theenvironment
© 2012 Principles of Marketing: An Asian Perspective72.1 Company-Wide Strategic Planning:Defining Marketing’s RoleStrategic PlanningStrategic planning sets the stage for the rest of the planning in thefirm.Steps in strategic planning
© 2012 Principles of Marketing: An Asian Perspective82.1 Company-Wide Strategic Planning:Defining Marketing’s RoleMissionThe organization’s purpose,what it wants to accomplishin the larger environment.A mission statementasks..What is our business?Who is the customer?What do consumersvalue?What should ourbusiness be?
ExampleCathay Pacific vision and missionsOur vision is to be the world’s best airline. Being the best meansthat we always strive to excel in everything we do. Our dynamicteam provides the highest quality service so that our customersare happy they chose Cathay Pacific.We put safety firstWe grow a winning teamWe provide outstanding products and servicesWe consistently deliver Service Straight From The HeartWe produce superior financial returnsWe support Hong KongWe are a socially and environmentally responsible company(, accessed 30/06/09)
ExampleHong Kong Red CrossVisionWe strive for a world in which people respect and protect human life and dignity,and where people are ready to offer impartial and voluntary aid to help improvethe lives of vulnerable people.

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 61 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
N/A
Tags
Marketing, Ford Motor Company, SBUs

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture