kotler12e_im_02_pog - Professors on the Go! Chapter 2...

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Professors on the Go! Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 1. Key Concepts Market-oriented mission statements Setting company goals and objectives Designing and analyzing a business portfolio What is the difference between a business or company strategy and a marketing strategy? Pick a company or brand that you buy from frequently. Go to their Web site, and find the portfolio of products that they sell. Pretend you are the CEO, and categorize the products into logical groupings that will become your strategic business units. Using your best judgment, allocate your resources, using percentages, not dollar amounts, to each strategic business unit (make sure the total comes to 100 percent). Compare the Boston Consulting Group’s portfolio analysis method to the product/market expansion grid. Which method would you rather use in your own business? Why? 2.
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This note was uploaded on 04/23/2011 for the course MARKETING 40 taught by Professor Nagwa during the Spring '11 term at Alexandria University.

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