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© 2012 Principles of Marketing: An Asian Perspective13.1Company-Wide Strategic Planning:Defining Marketing’s Role
Presentation Title runs herel00/00/002AGENDACorporate Strategy and MarketingStrategySteps in Company-wide Strategic PlanningProduct-Oriented vs. Market-Oriented Company MissionsPartnering to Build Customer RelationshipsMarketing Strategy and the Marketing MixMarketing ImplementationMeasuring and Managing Return on Marketing Investment
© 2012 Principles of Marketing: An Asian Perspective33.1 Company-Wide Strategic Planning:Defining Marketing’s RoleStrategic PlanningStrategic planning sets the stage for the rest of the planning in thefirm. Companies typically prepare annual plans, long-range plans, andstrategic plans.Steps in strategic planning
© 2012 Principles of Marketing: An Asian Perspective43.1 Company-Wide Strategic Planning:Defining the Company MissionMarket Oriented Business Definitions
© 2012 Principles of Marketing: An Asian Perspective53.1 Company-Wide Strategic Planning:Market Oriented Business DefinitionsSamsung aims to contribute to thesociety by offering superior products.Here, Samsung sponsored the Italiansoccer team as its contribution to thesports community.
MissionTo be the leading institution that preparesindividuals to be future-ready, maximises theirpotential and opens doors in life througheducationObjectivesSales ObjectiveTo enrol a minimum of x number of new K-12students every yearProfit ObjectiveTo break even by the end of Year 5Presentation Title runs herel00/00/006
© 2012 Principles of Marketing: An Asian Perspective73.1 Company-Wide Strategic Planning:Defining Marketing’s RoleSetting Company Objectives and GoalsBusinessobjectivesBuild profitablecustomerrelationshipsInvest inresearchImprove profitsMarketingobjectivesIncrease marketshareCreate localpartnershipsIncreasepromotion
© 2012 Principles of Marketing: An Asian Perspective83.2 Planning Marketing:Partnering to Build Customer RelationshipsMarketing plays akey rolein the company’s strategic planning inseveral ways.First, marketing provides a guidingphilosophythe marketingconceptthat suggests that company strategy should revolve aroundbuilding profitable relationships with important consumer groups.Second, marketing providesinputsto strategic planners by helping toidentify attractive market opportunities and by assessing the firm’spotential to take advantage of them.Finally, within individual business units, marketing designsstrategiesfor reaching the unit’s objectives.Important
© 2012 Principles of Marketing: An Asian Perspective93.2 Planning Marketing:Partnering to Build Customer RelationshipsPlanning Marketing:Partneringto Build Customer RelationshipsAfter the company’s strategic plan is established, more detailedplanning for each business unit takes place.

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Term
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Marketing, ANZ Royal

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