Chapter%202%20Student%20Handouts

Chapter%202%20Student%20Handouts - revenue of all firms in...

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Chapter 2 Linking Marketing and Corporate Strategies
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Figure 2-1, p. 31 Three levels of strategy in an organization
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Marketing’s Role at Each Corporate Level Corporate Level Business Unit Level Functional Level
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As we analyze our business, we need to ask ourselves several questions: Where are we now? Where are we going ?
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Where are we now? Situation and SWOT Analyses Positive Negative Internal External Situation Analysis SWOT Analysis
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Where are we going? Figure 2-3, p. 38 Boston Consulting Group Growth-Share Matrix Kodak self- service kiosk Kodak film sales: US, Kodak digital photo printer Kodak digital camera
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Market Share The ratio of sales revenue of the firm to the total sales
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Unformatted text preview: revenue of all firms in the industry, including the firm itself. Firm Sales Market Share Share Relative to Largest Competitor A $10 17% 34% B $30 C $20 Total $60 100% Sales or units sold can be used to express market share. 50% 150% 33% 66% Some basic strategies…. Grow/Build Hold Harvest Divest Based on the four areas of the BCG Growth Share Matrix (Stars, Question Marks, Cash Cows, and Dogs), where would we implement each of these strategies? Where are we going? Figure 2-4, p. 40 Market-Product Focus Figure 2-5, p. 42 The Strategic Marketing Process Figure 2-7, p. 46 The Marketing Program...
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This note was uploaded on 03/17/2009 for the course BCOR 2400 taught by Professor Rexmoody during the Spring '08 term at Colorado.

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Chapter%202%20Student%20Handouts - revenue of all firms in...

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