Chapter 2 Strategic Marketing Planning
1. Which of the following statements best describes the nature of a marketing
It clearly outlines the organizations
mission and vision.
It outlines how the organization will
Our mission is to guide
and support people on
how to save money in
one area of their life in
hopes that they can
improve their finances
Investing into our future to
The company go
Kent Chemical Company
Kent Chemical Company a family found business
Founded in Kent, Ohio
Current President Luiz Morales
Founded in 1917
Founder Fisher family owns 10 percent of the
Kent Chemicals case
Minority Joint Ventures
By 2000 the company had expanded globally
2007 KCP held minority and majority stakes in m
Case study: Louis Vuitton
Louis Vuitton faced various problems preventing them from sustaining growth. One of
the problems they suffered from was multiple segments. The value of the Louis Vuitton brand
started to decline with havin
C H A P TER 8
Learning O bjectives
What is motivation?
Behavioral concepts in motivation
Maslows hierarchy of needs
Financial and nonfinancial rewards
W hat is m otivation?
The desire to
The Industrial Market
Who is in the Industrial Market?
The industrial market (also called the producer or business market) consists of all the individuals
and organizations that acquire goods and services to use in the production of other products or
Industry Concept of Competition
An industry is defined as a group of firms that offer a product or class of products that are close
substitutes for each other. Economists define close substitutes as products with a high crosselasticity of demand. If the p
Consumer Markets and Buyer Behavior
The consumer market consists of all the individuals and households that buy or acquire goods
and services for personal consumption.
Consumers vary tremendously in:
Who are suppliers?
Suppliers are business firms and individuals who provide resources needed by the
company and its competitors to produce goods and services.
o Example: Hershey must obtain cocoa, sugar, cellophane, paper, and various other
The core concepts of Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they
need and want through creating, offering, and exchanging products of value with others.
The definition of marketing rests on the f
Corporate Strategic planning
Corporate headquarters has the responsibility for setting into motion the whole planning process.
By preparing broad statements of mission, policy, and strategy, headquarters establishes the
framework within which the individu
Planning Marketing Programs
Company planners must not only formulate the broad business strategies to help the company
achieve its objectives but also must plan marketing strategies and tactics for specific products.
We define marketing strategy as follow
Marketing Information Systems
Every firm must organize the flow of marketing information to its marketing managers.
Companies are studying their managers information needs and designing marketing information
systems (MIS) to meet these needs.
May 3, 2014
Proctor and Gamble case
Proctor and Gamble amble is known for having many brands, such as Downey,
Tide, Always, Cover Girl, and numerous others. This company has been around for
many decades. The
The first problem that E&J is having is that it is having trouble expanding into more
The second problem is that some of the reviews written by its target market are not very
The company could de
April 13, 2014
Ethical Decision Making
At times making an ethical decision can be very hard. Its very similar to a war, there
two opposing sides that are fighting to win. In this case both sides are located in