Lecture 3--The Company and Marketing Strategy.pdf - Company...

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Company and Marketing
Strategy
Principles of Marketing
KAP, 2nd edition, Chapter 2
Natalia Tolstikova, Ph.D.
Company-Wide Strategic Planning
• Defining a market-oriented mission
• Misson statement: reflects the organisation’s
purpose and what it wants to accomplish in the
larger environment
• Criteria for mission statements:
– Meaningful
– Specific
– Motivating
– Emphasise the company’s strengths in the
marketplace
– Appealing to all stakeholders

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Company Product-oriented definition Market-oriented definition
Amazon 'We sell books, videos, CDs, toys,
consumer electronics, hardware,
household goods and other products
online.'
'We make the internet buying experience fast, easy and
enjoyable - we're the place where you can find and
discover anything you want to buy online.'
Google 'We provide the world's best online
search engine.'
'We help you organise the world's information and make
it universally accessible and useful.'
SAS (Scandinavian
Airlines System)
'We sell transport.' 'We help you discover the world and do business in a
time-effective and pleasurable way.'
Panasonic 'We sell air-conditioning machines.' 'We provide a better indoor climate, which makes your
home a more attractive place for pleasure, leisure and
work.'
L'Oreal 'We make cosmetics.' 'We sell lifestyle and self-expression; success and
status; memories, hopes and dreams.'
Ritz-Carlton
Hotels
'We rent rooms.' 'We create the Ritz-Carlton experience -