Chapter+Two_shortened

Chapter+Two_shortened - Marketing 350 Fal10 Chapter Two:...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
Click to edit Master subtitle style Marketing 350 Fal10 Chapter Two: Marketing Strategy and Planning
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Marketing Management Process 1. Planning 1. Directing 1. Controlling
Background image of page 2
Organizational Levels 1. Corporate – General Electric 1. Business level GE example product groups (n=14): » Appliances » Consumer Products
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Organizational Levels (continued) 3. Product level – Four brands with “GE” included 20 Product lines including: » Washers and dryers
Background image of page 4
Strategic Planning
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Strategic Planning I. Types (or Levels) of Strategic Plans A. Corporate strategic plans B. Business (SBU) strategic plans
Background image of page 6
Strategic Planning I. Types (or Levels) of Strategic Plans (continued) C. Marketing strategic plans D. Product marketing plans
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Product Portfolio Ø Need to consider cash flows
Background image of page 8
Product Portfolio Ø Assumes profitability is Ø Identifies four
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Simple Growth-Share Matrix Stars Question Marks Cash Cows Dogs High Low Product Market Growth (%) High Low Relative Market Share
Background image of page 10
Product Portfolio Ø Stars » Try to maintain position, » Early in PLC
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/14/2011 for the course MKTG 350 taught by Professor Worsham during the Fall '10 term at South Carolina.

Page1 / 28

Chapter+Two_shortened - Marketing 350 Fal10 Chapter Two:...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online