kotler02_basic - CompanyandMarketing...

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Company and Marketing  Strategy:  Partnering to Build  Customer Relationships Chapter 2
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2 - 2 Learning Goals 1. Explain strategic planning 2. Describe business portfolios and  growth strategies 3. Detail marketing’s role in strategic  planning 4. Describe elements of customer- driven marketing strategy 5. List the marketing management  functions
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2 - 3 Disney has grown  via diversification.   Originally known for  films, animation,  theme parks.  Satisfying the  customer is  everyone’s job. Case Study Disney –What are its challenges? Discussion Questions 1. Has Disney grown  too large?   2. Will consumers  accept new Disney  businesses?
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2 - 4 What is Strategic  Planning? Strategic Planning Defined: The process of developing and  maintaining a strategic fit between the  organization’s goals and capabilities  and its changing marketing  opportunities Goal 1:  Explain strategic planning
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Marketing Management A mission statement  asks. . What is our  business? Who is the  customer? What do  consumers value? What should our  business be? A mission statement  should be: An “invisible hand”  Neither too narrow nor  too broad Fitting of market  environment Based on distinctive 
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kotler02_basic - CompanyandMarketing...

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