The document discusses developing marketing strategies and plans at different levels within an organization. It covers strategic planning, analyzing the business portfolio using tools like BCG matrix, SWOT analysis, targeting market segments, and positioning strategies. Marketing's role is to provide strategic guidance, identify opportunities, design effective strategies, and manage the marketing effort through analysis, planning, implementation, and control.

1. DEVELOPING MARKETING STRATEGIES & PLANS Company and Marketing Strategy: Partnering to Build Customer Relationships

3. Strategic-Planning, Implementation, and Control Process Planning Measuring results Diagnosing results Taking corrective action Implementation Corporate planning Division planning Business planning Product planning Organizing Implementing Control

10. The Value-Delivery Process (a) Traditional physical process sequence (b) Value creation & delivery sequence Sell the product Make the product Procure Design product Make Price Sell Advertise/ promote Distribute Service Choose the Value Provide the Value Tactical marketing Strategic marketing Communicate the Value

16. Factors Influencing Company Marketing Strategy Target customers Competitors Marketing intermediaries Publics Suppliers Marketing information system Marketing planning system Marketing organization system Marketing organization and implementation Product Promotion Place Price Demographic/ economic environment Social/ cultural environment Technical/ physical environment Political/ legal environment

17. MARKETING PLANNING Company and Marketing Strategy: Partnering to Build Customer Relationships

20. 3-7 Stars Cash cows Dogs Question marks High Low High Low COMPANY’S MARKET SHARE INDUSTRY GROWTH RATE

27. Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid