Chapter 02 - 2 PrinciplesofMarketing CompanyandMarketing

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Company and Marketing  Strategy: Partnering to Build  Customer Relationships 2 2 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Explain companywide strategic planning in its four steps 2. Discuss how to design business portfolios and develop growth  strategies 3. Explain marketing’s role in strategic planning and how  marketing works with its partners to create and deliver  customer value 4. Describe the elements of a customer-driven marketing  strategy and mix, and the forces that influence it 5. List the marketing management functions, including the  elements of a marketing plan, and discuss the importance of  measuring return on marketing investment 2-2
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Chapter Outline 1. Companywide Strategic Planning: Defining  Marketing’s Role 2. Planning Marketing: Partnering to Build  Customer Relationships 3. Marketing Strategy and the Marketing Mix 4. Managing the Marketing Effort 5. Measuring and Managing Return on Marketing  Investment 2-3
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Companywide Strategic Planning:  Defining Marketing’s Role Strategic Planning Strategic planning  is the process of  developing and maintaining a strategic fit  between the organization’s goals and  capabilities and its changing marketing  opportunities 2-4
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Companywide Strategic Planning:  Defining Marketing’s Role Defining a Market-Oriented Mission Mission statement:  The organization’s  purpose, what it wants to accomplish in the  larger environment Market-oriented mission statement : Defines  the business in terms of satisfying basic  customer needs 2-5
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Companywide Strategic Planning:  Defining Marketing’s Role Setting Company Objectives and Goals Business objectives   Marketing objectives 2-6
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Companywide Strategic Planning:  Defining Marketing’s Role Designing the Business Portfolio The business portfolio  is the collection of  businesses and products that make up the  company 2-7
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Companywide Strategic Planning:  Defining Marketing’s Role Analyzing the Current Business Portfolio Analyzing the current business portfolio  is  the process by which management  evaluates the products and businesses  making up the company 2-8
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Companywide Strategic Planning:  Defining Marketing’s Role Steps in Analyzing the Current Business Portfolio 1. Identify key businesses making up the  company 2. Assess the attractiveness of its various  SBUs 3. Decide how much support each SBU  deserves 2-9
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Companywide Strategic Planning:  Defining Marketing’s Role Steps in Analyzing the Current Business Portfolio Identify key businesses making up the company Strategic business unit (SBU)  is a unit of the  company that has a separate mission and  objectives that can be planned separately from 
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This note was uploaded on 04/08/2011 for the course BUS 312 taught by Professor Wittenberg,h during the Spring '08 term at University of Hawaii, Manoa.

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Chapter 02 - 2 PrinciplesofMarketing CompanyandMarketing

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