Kotcha02 - Chapter2 CompanyandMarketing...

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1 Chapter 2 Company and Marketing  Strategy: Partnering to Build  Customer Relationships
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2 Strategic Planning            (pp. 40-41) Strategic Planning  is the process of developing and  maintaining a  strategic fit  between the organization’s goals  and capabilities and its changing marketing opportunities –  for long-run survival and growth           Strengths, Weaknesses  Strengths, Weaknesses  8H  Opportunities, Threats  Opportunities, Threats Strategic planning provides many benefits such as:  Encouraging management to  think ahead think ahead  systematically  Helping the company to  anticipate anticipate  and  respond quickly respond quickly  to    environmental changes and sudden developments
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3 Steps in Strategic Planning    (Fig. 2.1, p. 41) Planning  marketing, and other  functional strategies Corporate Level Corporate Level Business unit,  Business unit,  product, and  product, and  market level market level Marketing’s role: Marketing’s role:    (p. 51)  Guiding philosophy (marketing concept)  Inputs to planning (identifying attractive market opportunities)  Marketing strategy Partnering to Build Customer Relationships: Partnering to Build Customer Relationships:  (pp. 52-54)  Value chain  (functional areas within the company “think customer”)  Value-delivery network  (suppliers, distributors, etc.) Designing the business portfolio Setting  company objectives and goals Defining the company mission
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Fit Market Environment Market-Oriented Realistic Distinctive Competencies Motivating Specific      Mission Statement =  Mission Statement =  statement of organization’s purpose statement of organization’s purpose Defining the Mission      (pp. 41, 44-45) Characteristics of good mission  statements Table 2.1  Not  product- or technology-oriented     - “Marketing myopia”     -  Define in terms of satisfying basic customer
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This note was uploaded on 06/28/2010 for the course MKTG 00HP01 taught by Professor Himanshu during the Spring '10 term at Indiana Institute of Technology.

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Kotcha02 - Chapter2 CompanyandMarketing...

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