1. The chapter outlines companywide strategic planning and marketing's role in it, including defining objectives, designing business portfolios, and developing growth strategies.
2. It discusses planning marketing through partnering with other departments and companies to build customer relationships and deliver value.
3. The marketing strategy and mix are explained, including market segmentation, positioning, and the four Ps.
4. Managing the marketing effort is outlined, covering analysis, planning, implementation, and control.
5. Finally, the chapter addresses measuring return on marketing investment through financial metrics and customer-centered measures.
This document outlines key aspects of new product development and product lifecycle strategies discussed in Chapter 9. It covers the new product development process from idea generation through commercialization. This includes identifying good product ideas, concept development and testing, developing a marketing strategy, and test marketing. It also discusses managing the process through customer-centered, team-based, and systematic approaches. Finally, it outlines the stages of the product lifecycle - introduction, growth, maturity, and decline - and strategies for each stage.
This document outlines the key principles of marketing including:
1) Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
2) Understanding customer needs, wants, demands and the marketplace is essential for developing a customer-driven marketing strategy that involves segmenting markets and choosing a value proposition.
3) An integrated marketing plan uses the marketing mix of product, price, promotion and place to implement the strategy and build customer relationships through delivering superior customer value and satisfaction.
This document outlines key concepts from Chapter 2 of a marketing textbook, including:
1) Companywide strategic planning involves defining marketing's role, designing the business portfolio, and planning marketing to build customer relationships.
2) Marketing strategy determines how to segment, target, and position the market.
3) The marketing mix consists of product, price, place, and promotion tools used to achieve marketing objectives.
4) Managing the marketing effort includes developing marketing plans, implementing strategies, and controlling performance through evaluation and corrective action.
The document discusses strategic planning and marketing strategy. It explains that strategic planning involves developing a strategic fit between an organization's goals and capabilities and its changing marketing opportunities. It also describes analyzing a company's business portfolio, which involves assessing current businesses and developing strategies to shape the future portfolio. Furthermore, it details marketing's role in strategic planning, which includes providing guidance, identifying opportunities, designing strategies, and building value chains. The document also outlines elements of a customer-driven marketing strategy, including market segmentation, targeting, positioning, and the marketing mix. Finally, it lists the core marketing management functions of analysis, planning, implementation, and control.
Marketing involves creating value for customers and capturing value from customers in return through profitable customer relationships. Marketers need to understand customer needs and the marketplace. They design marketing strategies by selecting target customer segments and developing a value proposition to serve those customers better than competitors through an integrated marketing program using the marketing mix. The goal is to build strong customer relationships, satisfaction, loyalty and lifetime value to increase customer equity.
This document outlines the key principles of corporate and marketing strategy. It discusses how corporate strategic planning involves determining long-term goals by considering opportunities/threats and strengths/weaknesses. Marketing strategy defines target customers, product positioning, and the marketing mix (product, price, place, promotion) to reach corporate goals. The marketing strategy is set out in a marketing plan. Marketing objectives must align with and support overall business objectives.
The document discusses key concepts in marketing, including that marketing is a process of creating value for customers and building relationships to capture value in return. It defines marketing as understanding customer needs and offering products/services to satisfy those needs better than competitors. The marketing concept orientation focuses on knowing customer needs and satisfying them better than others.
The document discusses marketing strategies and plans at different organizational levels. It covers developing marketing strategies through understanding customer value, strategic planning at the corporate and business unit levels, and creating marketing plans. Specifically:
- Strategic planning involves understanding customer value through activities like value delivery, value chains, and core competencies. It also covers core business processes and the role of the CMO.
- Corporate strategic planning establishes the mission, identifies strategic business units, allocates resources, and assesses growth opportunities through new businesses, downsizing, or terminating older businesses.
- Business unit strategic planning develops goals and strategies for each unit based on opportunities and threats in external and internal analyses.
- Marketing plans operate at strategic
This document outlines key aspects of new product development and product lifecycle strategies discussed in Chapter 9. It covers the new product development process from idea generation through commercialization. This includes identifying good product ideas, concept development and testing, developing a marketing strategy, and test marketing. It also discusses managing the process through customer-centered, team-based, and systematic approaches. Finally, it outlines the stages of the product lifecycle - introduction, growth, maturity, and decline - and strategies for each stage.
This document outlines the key principles of marketing including:
1) Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
2) Understanding customer needs, wants, demands and the marketplace is essential for developing a customer-driven marketing strategy that involves segmenting markets and choosing a value proposition.
3) An integrated marketing plan uses the marketing mix of product, price, promotion and place to implement the strategy and build customer relationships through delivering superior customer value and satisfaction.
This document outlines key concepts from Chapter 2 of a marketing textbook, including:
1) Companywide strategic planning involves defining marketing's role, designing the business portfolio, and planning marketing to build customer relationships.
2) Marketing strategy determines how to segment, target, and position the market.
3) The marketing mix consists of product, price, place, and promotion tools used to achieve marketing objectives.
4) Managing the marketing effort includes developing marketing plans, implementing strategies, and controlling performance through evaluation and corrective action.
The document discusses strategic planning and marketing strategy. It explains that strategic planning involves developing a strategic fit between an organization's goals and capabilities and its changing marketing opportunities. It also describes analyzing a company's business portfolio, which involves assessing current businesses and developing strategies to shape the future portfolio. Furthermore, it details marketing's role in strategic planning, which includes providing guidance, identifying opportunities, designing strategies, and building value chains. The document also outlines elements of a customer-driven marketing strategy, including market segmentation, targeting, positioning, and the marketing mix. Finally, it lists the core marketing management functions of analysis, planning, implementation, and control.
Marketing involves creating value for customers and capturing value from customers in return through profitable customer relationships. Marketers need to understand customer needs and the marketplace. They design marketing strategies by selecting target customer segments and developing a value proposition to serve those customers better than competitors through an integrated marketing program using the marketing mix. The goal is to build strong customer relationships, satisfaction, loyalty and lifetime value to increase customer equity.
This document outlines the key principles of corporate and marketing strategy. It discusses how corporate strategic planning involves determining long-term goals by considering opportunities/threats and strengths/weaknesses. Marketing strategy defines target customers, product positioning, and the marketing mix (product, price, place, promotion) to reach corporate goals. The marketing strategy is set out in a marketing plan. Marketing objectives must align with and support overall business objectives.
The document discusses key concepts in marketing, including that marketing is a process of creating value for customers and building relationships to capture value in return. It defines marketing as understanding customer needs and offering products/services to satisfy those needs better than competitors. The marketing concept orientation focuses on knowing customer needs and satisfying them better than others.
The document discusses marketing strategies and plans at different organizational levels. It covers developing marketing strategies through understanding customer value, strategic planning at the corporate and business unit levels, and creating marketing plans. Specifically:
- Strategic planning involves understanding customer value through activities like value delivery, value chains, and core competencies. It also covers core business processes and the role of the CMO.
- Corporate strategic planning establishes the mission, identifies strategic business units, allocates resources, and assesses growth opportunities through new businesses, downsizing, or terminating older businesses.
- Business unit strategic planning develops goals and strategies for each unit based on opportunities and threats in external and internal analyses.
- Marketing plans operate at strategic
This document discusses marketing concepts and the marketing process. It defines marketing as managing profitable customer relationships by attracting new customers and retaining existing customers. The marketing process involves understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, and building relationships to capture value. It outlines five steps - understand the marketplace, design a strategy, construct a program, build relationships, and capture value. It also discusses key marketing concepts like customer value, exchanges, markets, and different orientations like production, product, selling, and marketing concepts.
This document outlines the syllabus for a marketing planning and implementation course. The course objectives are for students to understand basic marketing theories and develop analytical skills for real-world application. Key topics covered include the marketing mix, marketing strategies, research, branding, and ethics. Assessment will comprise assignments, quizzes, presentations, and an exam. The instructor aims to blend theory and practice to promote active learning. Recommended textbooks are also listed.
Chapter-1 Marketing: Creating and Capturing Customer ValueYousif Solangi
This document provides an overview of key concepts from the first chapter of a marketing textbook. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, and the changing marketing landscape. The chapter introduces fundamental topics like the marketing mix, customer relationship management, customer lifetime value, and others.
The document discusses competitive dynamics and strategies for different market positions. It addresses how market leaders can expand the total market and defend their share, how challengers can attack leaders, and how followers and nichers can compete. The document also covers strategies for different stages of the product life cycle and how marketers should adapt to economic downturns through focusing on value and customers.
Defining Marketing for 21st Century / Marketing Management By Kotler KellerChoudhry Asad
The document defines marketing as creating and delivering value for customers through managing relationships. It discusses marketing management as choosing target markets and growing customers through superior value. The document also outlines various concepts in marketing including the marketing mix, environmental factors, and tasks of marketing management.
This document summarizes key concepts from Chapter 12 on marketing channels. It discusses conventional distribution systems consisting of independent producers, wholesalers, and retailers, each seeking to maximize their own profits. Vertical marketing systems provide channel leadership and consist of producers, wholesalers, and retailers acting as a unified system. There are three types of vertical marketing systems: corporate, contractual, and administered. Horizontal marketing systems involve companies at one level joining together to pursue new opportunities.
This document discusses strategic marketing and strategic management. It defines strategy as the direction and scope of an organization to achieve long-term advantage through its resources and environment to meet market needs and stakeholder expectations. Strategy exists at the corporate, business unit, and operational levels. The strategic management process involves strategic analysis using tools like PEST analysis and SWOT analysis, strategic choice by evaluating options, and implementation. Strategic marketing addresses questions about an organization's past, present, and future direction in the market.
Chapter 1 Creating And Capturing Customer ValueKathyBright
This document defines marketing and discusses the marketing process. It explains that marketing involves understanding customer needs, designing a customer-driven strategy to deliver value, building relationships, and capturing value from customers. The document also discusses trends like digitalization, globalization, and the importance of ethics. It emphasizes satisfying customer needs over selling and defines key concepts like the marketing mix, segmentation, value propositions, and customer relationship management.
- A marketing information system consists of three components: an internal records system, a marketing intelligence system, and a marketing research system.
- An internal records system includes information about the order-to-payment cycle and sales information systems.
- A marketing intelligence system is a set of procedures to obtain everyday information about the marketing environment from sources like publications, customers, and social media.
- A marketing research system allows for the systematic design, collection, analysis, and reporting of data relevant to specific marketing situations.
This document outlines key concepts in customer-driven marketing strategy, including market segmentation, targeting, differentiation, and positioning. It discusses how companies divide large markets into smaller segments based on variables like geography, demographics, and behaviors. It also explains strategies for selecting target markets and developing a unique positioning by choosing competitive advantages to meet customer needs better than competitors. The overall aim is to create marketing strategies that deliver maximum value to chosen target customer segments.
New Product Development & Product Life Cycle Strategies - MarketingFaHaD .H. NooR
New-Product Development Strategy
New-Product Development Process
Managing New-Product Development
Product Life-Cycle Strategies
Additional Product and Service Considerations
Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product
New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development
This document is a presentation on creating and choosing customer value. It discusses key topics like customer satisfaction, loyalty and lifetime value. It covers determining customer perceived value, quality factors and the importance of customer relationships. The presentation also examines market segmentation, targeting specific segments, and analyzing the consumer buying decision process. It provides overviews of concepts like the product lifecycle, brand positioning and using customer databases.
This document summarizes key topics from Chapter 3 of a marketing textbook. It discusses analyzing a company's internal microenvironment including departments like management, suppliers, marketing intermediaries, competitors, and publics. It also analyzes the external macroenvironment that affects marketing, including demographic trends in population, economic factors like income and spending patterns, natural resources, technological changes, political/legal issues, and cultural values in society. The chapter outlines how companies must respond to changes in both their internal and external operating environment.
This chapter discusses companywide strategic planning and marketing's role in it. It covers defining a market-oriented mission, setting objectives and goals, designing the business portfolio, analyzing current businesses, and developing growth and downsizing strategies. It also discusses partnering with other departments and companies to build customer relationships and deliver value. Additionally, it outlines developing a customer-driven marketing strategy and integrated marketing mix, as well as managing the marketing effort through analysis, planning, implementation, and control. The chapter concludes with measuring return on marketing investment.
This document discusses factors for companies to consider when deciding to enter global markets, including evaluating specific international markets and determining how to enter foreign markets. It covers differences between marketing in developing versus developed countries and how companies can influence perceptions of where their products originate from. The key decisions international companies must make relate to which markets to enter, how to adapt their marketing programs across countries, and selecting the appropriate mode of market entry.
This document discusses strategic planning and marketing strategies. It covers developing a mission statement, setting objectives and goals, analyzing business portfolios, and identifying growth strategies. It also discusses partnering with customers and suppliers in a value delivery network. When developing marketing strategies, companies segment markets, target specific segments, and position products. The marketing mix of product, price, place, and promotion is used to appeal to targeted customer segments.
This document discusses analyzing a company's marketing environment. It begins by defining the marketing environment and outlining its two components: the microenvironment and macroenvironment.
The microenvironment consists of actors close to the company like its departments, suppliers, marketing intermediaries, customers, and competitors. The macroenvironment includes larger societal forces like demographics, economics, natural environment, technology, politics, and culture.
It then provides detailed descriptions of the factors within each element of the company's microenvironment and macroenvironment and how marketers can respond to changes in the marketing environment in a reactive, proactive, or uncontrollable manner.
This document provides an overview of key topics in business markets and business buying behavior. It defines business markets and explains how they differ from consumer markets. The major factors that influence business buyer behavior and the typical steps in the business buying decision process are outlined. Different types of business buying situations like straight rebuy, modified rebuy, and new tasks are defined. The participants in business buying centers and the major influences on business buyers, including environmental, organizational, and interpersonal factors, are also summarized. Finally, it distinguishes institutional and government markets and how buyers in those markets make purchasing decisions.
The document discusses various concepts related to developing marketing strategies and plans, including how strategic planning is carried out at different organizational levels, what components are included in a marketing plan, and how firms can create and deliver value for customers. Specific companies and their approaches to marketing are also examined, such as how Nike and Cisco create customer value through innovation and partnerships.
The document summarizes key concepts from Chapter 3 of a marketing textbook. It discusses analyzing a company's microenvironment and macroenvironment. The microenvironment includes internal departments as well as suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment covers demographic, economic, natural, technological, political, and cultural forces. Marketers must understand how these environmental factors influence customers and the business. They can take proactive, reactive, or uncontrollable approaches to responding to changes in the environment.
The document outlines key aspects of strategic marketing planning and implementation discussed in a marketing textbook chapter. It covers defining marketing's role in companywide strategic planning, developing customer-focused marketing strategies and integrated marketing mixes, managing the marketing effort through analysis, planning, implementation and control, and measuring return on marketing investment. The chapter addresses topics such as strategic planning, market segmentation, the marketing mix of product, price, place and promotion, and marketing metrics like customer acquisition, retention and lifetime value.
This document discusses marketing strategy and planning. It explains that strategic planning guides marketing strategy and involves defining the company's mission, objectives, and goals in a customer-focused way. Marketing helps analyze opportunities and design business unit strategies. The marketing mix and targeting specific customer segments are key to a customer-driven strategy. Managing marketing requires analyzing markets, planning strategies, implementing plans, and controlling performance. Measuring return on marketing investment is important for accountability.
This document discusses marketing concepts and the marketing process. It defines marketing as managing profitable customer relationships by attracting new customers and retaining existing customers. The marketing process involves understanding customer needs, designing a customer-driven strategy, developing an integrated marketing program, and building relationships to capture value. It outlines five steps - understand the marketplace, design a strategy, construct a program, build relationships, and capture value. It also discusses key marketing concepts like customer value, exchanges, markets, and different orientations like production, product, selling, and marketing concepts.
This document outlines the syllabus for a marketing planning and implementation course. The course objectives are for students to understand basic marketing theories and develop analytical skills for real-world application. Key topics covered include the marketing mix, marketing strategies, research, branding, and ethics. Assessment will comprise assignments, quizzes, presentations, and an exam. The instructor aims to blend theory and practice to promote active learning. Recommended textbooks are also listed.
Chapter-1 Marketing: Creating and Capturing Customer ValueYousif Solangi
This document provides an overview of key concepts from the first chapter of a marketing textbook. It discusses what marketing is, understanding customer needs and the marketplace, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, and the changing marketing landscape. The chapter introduces fundamental topics like the marketing mix, customer relationship management, customer lifetime value, and others.
The document discusses competitive dynamics and strategies for different market positions. It addresses how market leaders can expand the total market and defend their share, how challengers can attack leaders, and how followers and nichers can compete. The document also covers strategies for different stages of the product life cycle and how marketers should adapt to economic downturns through focusing on value and customers.
Defining Marketing for 21st Century / Marketing Management By Kotler KellerChoudhry Asad
The document defines marketing as creating and delivering value for customers through managing relationships. It discusses marketing management as choosing target markets and growing customers through superior value. The document also outlines various concepts in marketing including the marketing mix, environmental factors, and tasks of marketing management.
This document summarizes key concepts from Chapter 12 on marketing channels. It discusses conventional distribution systems consisting of independent producers, wholesalers, and retailers, each seeking to maximize their own profits. Vertical marketing systems provide channel leadership and consist of producers, wholesalers, and retailers acting as a unified system. There are three types of vertical marketing systems: corporate, contractual, and administered. Horizontal marketing systems involve companies at one level joining together to pursue new opportunities.
This document discusses strategic marketing and strategic management. It defines strategy as the direction and scope of an organization to achieve long-term advantage through its resources and environment to meet market needs and stakeholder expectations. Strategy exists at the corporate, business unit, and operational levels. The strategic management process involves strategic analysis using tools like PEST analysis and SWOT analysis, strategic choice by evaluating options, and implementation. Strategic marketing addresses questions about an organization's past, present, and future direction in the market.
Chapter 1 Creating And Capturing Customer ValueKathyBright
This document defines marketing and discusses the marketing process. It explains that marketing involves understanding customer needs, designing a customer-driven strategy to deliver value, building relationships, and capturing value from customers. The document also discusses trends like digitalization, globalization, and the importance of ethics. It emphasizes satisfying customer needs over selling and defines key concepts like the marketing mix, segmentation, value propositions, and customer relationship management.
- A marketing information system consists of three components: an internal records system, a marketing intelligence system, and a marketing research system.
- An internal records system includes information about the order-to-payment cycle and sales information systems.
- A marketing intelligence system is a set of procedures to obtain everyday information about the marketing environment from sources like publications, customers, and social media.
- A marketing research system allows for the systematic design, collection, analysis, and reporting of data relevant to specific marketing situations.
This document outlines key concepts in customer-driven marketing strategy, including market segmentation, targeting, differentiation, and positioning. It discusses how companies divide large markets into smaller segments based on variables like geography, demographics, and behaviors. It also explains strategies for selecting target markets and developing a unique positioning by choosing competitive advantages to meet customer needs better than competitors. The overall aim is to create marketing strategies that deliver maximum value to chosen target customer segments.
New Product Development & Product Life Cycle Strategies - MarketingFaHaD .H. NooR
New-Product Development Strategy
New-Product Development Process
Managing New-Product Development
Product Life-Cycle Strategies
Additional Product and Service Considerations
Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product
New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development
This document is a presentation on creating and choosing customer value. It discusses key topics like customer satisfaction, loyalty and lifetime value. It covers determining customer perceived value, quality factors and the importance of customer relationships. The presentation also examines market segmentation, targeting specific segments, and analyzing the consumer buying decision process. It provides overviews of concepts like the product lifecycle, brand positioning and using customer databases.
This document summarizes key topics from Chapter 3 of a marketing textbook. It discusses analyzing a company's internal microenvironment including departments like management, suppliers, marketing intermediaries, competitors, and publics. It also analyzes the external macroenvironment that affects marketing, including demographic trends in population, economic factors like income and spending patterns, natural resources, technological changes, political/legal issues, and cultural values in society. The chapter outlines how companies must respond to changes in both their internal and external operating environment.
This chapter discusses companywide strategic planning and marketing's role in it. It covers defining a market-oriented mission, setting objectives and goals, designing the business portfolio, analyzing current businesses, and developing growth and downsizing strategies. It also discusses partnering with other departments and companies to build customer relationships and deliver value. Additionally, it outlines developing a customer-driven marketing strategy and integrated marketing mix, as well as managing the marketing effort through analysis, planning, implementation, and control. The chapter concludes with measuring return on marketing investment.
This document discusses factors for companies to consider when deciding to enter global markets, including evaluating specific international markets and determining how to enter foreign markets. It covers differences between marketing in developing versus developed countries and how companies can influence perceptions of where their products originate from. The key decisions international companies must make relate to which markets to enter, how to adapt their marketing programs across countries, and selecting the appropriate mode of market entry.
This document discusses strategic planning and marketing strategies. It covers developing a mission statement, setting objectives and goals, analyzing business portfolios, and identifying growth strategies. It also discusses partnering with customers and suppliers in a value delivery network. When developing marketing strategies, companies segment markets, target specific segments, and position products. The marketing mix of product, price, place, and promotion is used to appeal to targeted customer segments.
This document discusses analyzing a company's marketing environment. It begins by defining the marketing environment and outlining its two components: the microenvironment and macroenvironment.
The microenvironment consists of actors close to the company like its departments, suppliers, marketing intermediaries, customers, and competitors. The macroenvironment includes larger societal forces like demographics, economics, natural environment, technology, politics, and culture.
It then provides detailed descriptions of the factors within each element of the company's microenvironment and macroenvironment and how marketers can respond to changes in the marketing environment in a reactive, proactive, or uncontrollable manner.
This document provides an overview of key topics in business markets and business buying behavior. It defines business markets and explains how they differ from consumer markets. The major factors that influence business buyer behavior and the typical steps in the business buying decision process are outlined. Different types of business buying situations like straight rebuy, modified rebuy, and new tasks are defined. The participants in business buying centers and the major influences on business buyers, including environmental, organizational, and interpersonal factors, are also summarized. Finally, it distinguishes institutional and government markets and how buyers in those markets make purchasing decisions.
The document discusses various concepts related to developing marketing strategies and plans, including how strategic planning is carried out at different organizational levels, what components are included in a marketing plan, and how firms can create and deliver value for customers. Specific companies and their approaches to marketing are also examined, such as how Nike and Cisco create customer value through innovation and partnerships.
The document summarizes key concepts from Chapter 3 of a marketing textbook. It discusses analyzing a company's microenvironment and macroenvironment. The microenvironment includes internal departments as well as suppliers, marketing intermediaries, customer markets, competitors, and publics. The macroenvironment covers demographic, economic, natural, technological, political, and cultural forces. Marketers must understand how these environmental factors influence customers and the business. They can take proactive, reactive, or uncontrollable approaches to responding to changes in the environment.
The document outlines key aspects of strategic marketing planning and implementation discussed in a marketing textbook chapter. It covers defining marketing's role in companywide strategic planning, developing customer-focused marketing strategies and integrated marketing mixes, managing the marketing effort through analysis, planning, implementation and control, and measuring return on marketing investment. The chapter addresses topics such as strategic planning, market segmentation, the marketing mix of product, price, place and promotion, and marketing metrics like customer acquisition, retention and lifetime value.
This document discusses marketing strategy and planning. It explains that strategic planning guides marketing strategy and involves defining the company's mission, objectives, and goals in a customer-focused way. Marketing helps analyze opportunities and design business unit strategies. The marketing mix and targeting specific customer segments are key to a customer-driven strategy. Managing marketing requires analyzing markets, planning strategies, implementing plans, and controlling performance. Measuring return on marketing investment is important for accountability.
This document discusses strategic planning and marketing. It outlines the four steps of strategic planning as defining the company mission, setting objectives and goals, designing the business portfolio, and planning marketing strategies. The marketing process involves analyzing opportunities, selecting target markets, developing the marketing mix, and managing the effort. Marketing plays a key role in strategic planning by partnering with other departments to build customer relationships.
This document discusses marketing strategy and planning. It explains that marketing plays a key role in strategic planning by providing customer insights and helping design business unit strategies. Marketing also partners with other departments to create customer value through the value chain and value network. Effective marketing strategy involves market segmentation, targeting, positioning and an integrated marketing mix. Managing marketing requires analyzing markets, planning strategies, implementing plans, and controlling performance through metrics like return on marketing investment.
The document discusses a company's marketing strategy and planning process. It involves defining the company's mission and objectives, analyzing its current business portfolio, and identifying growth opportunities through tools like market penetration, development, product development, and diversification. The company designs an integrated marketing mix to create value for customers and achieve profitable relationships. It segments, targets, positions and differentiates itself in the marketplace. Marketing implementation, organization, budgets, and performance measurement allow the company to accomplish its strategic marketing goals.
This document provides an overview of key topics in chapter 2, including:
1) Companywide strategic planning, which involves defining the company mission and analyzing its business portfolio.
2) Partnering with customers and others in the value chain and value delivery network to build relationships.
3) Developing an integrated marketing strategy and marketing mix through market segmentation, targeting, positioning.
4) Implementing marketing plans and controlling marketing performance through operating and strategic controls.
The document outlines learning objectives and concepts related to strategic planning, marketing strategy, and marketing management. It discusses strategic planning steps including setting objectives and analyzing business portfolios. It also covers developing customer-driven marketing strategies, implementing marketing plans, and measuring marketing return on investment. Key topics include the marketing mix, market segmentation, positioning, and the roles of marketing in strategic planning and partnering with other departments.
This document provides an overview of marketing strategy and planning. It discusses companywide strategic planning including defining missions, analyzing business portfolios, and developing growth strategies. It also covers planning marketing through partnering with customers and developing an integrated marketing mix. Additionally, it outlines managing the marketing effort, including SWOT analysis and components of a marketing plan. The key aspects of marketing strategy, planning, implementation and management are summarized.
The document discusses a company's strategic planning process and marketing strategy. It outlines the steps in strategic planning which include defining the company mission, setting objectives and goals, and planning functional strategies. It also discusses analyzing the company's business portfolio, and using tools like the product/market expansion grid to identify growth opportunities. The marketing strategy involves understanding customer needs through market segmentation, targeting, differentiation and positioning. It discusses developing an integrated marketing mix of product, price, place and promotion to create value for customers and achieve profitable relationships.
Chp 2 company & marketing strategy partnering to build customer relationshipMohammed Razib
This document outlines the key concepts in strategic planning and marketing management. It discusses strategic planning steps including analyzing a company's portfolio, developing growth strategies, and setting objectives. It also covers developing a customer-driven marketing strategy and mix, the marketing functions of segmentation, targeting, positioning, and the marketing mix. The document emphasizes the importance of measuring return on marketing investment.
This document outlines the key concepts in strategic planning and marketing management. It discusses strategic planning steps including analyzing a company's portfolio, setting objectives and goals. It also covers developing marketing strategies, the marketing mix, and importance of measuring return on investment. The document uses examples from Nike to illustrate customer-driven marketing and emphasizes adapting to opportunities while maintaining strategic fit with goals.
Lecture 04 Marketing Strategy and Marketing Mix.pptxWaqarAhmad596798
This lecture discusses marketing strategy and strategic planning. It covers developing companywide strategies by analyzing the business portfolio and strategic business units. The lecture also discusses the marketing mix, market segmentation, targeting, positioning, and developing integrated marketing strategies. Key terms covered include strategy, strategic planning, mission, and external opportunities. The overall objectives are to understand marketing strategies, strategic planning, and how to measure and manage marketing return on investment.
Chapter2 Strategic Planning And The Marketing Processdr_ahmadov
The document discusses strategic planning and marketing processes. It outlines steps in strategic planning including defining a company mission and objectives. A mission statement communicates an organization's purpose. Business portfolios contain different strategic business units that can be planned independently. The marketing mix involves four Ps - product, price, place, and promotion. Developing marketing strategies requires understanding target consumers through market segmentation, targeting, and positioning. A marketing plan outlines objectives, strategies, budgets, and controls to monitor progress.
The document discusses various aspects of developing marketing strategies and plans. It covers topics such as value creation and delivery, core business processes, strategic planning, SWOT analysis, goal formulation, and strategy formulation. The key aspects of a marketing plan are also reviewed, including what should be included at the strategic and tactical levels. Various growth opportunities for businesses are examined, including intensive, integrative, and diversification opportunities.
This document provides an overview of strategic marketing planning concepts including mission statements, objectives, portfolio analysis, the BCG growth-share matrix, the product market expansion grid, segmentation, targeting, positioning, the marketing mix, SWOT analysis, and components of a marketing plan. Key points covered include using a mission statement to guide the organization, analyzing current and future business portfolios, classifying strategic business units, and developing marketing strategies and programs to support objectives.
This document provides an overview of strategic planning and marketing processes. It discusses strategic planning steps including analyzing a company's current portfolio, shaping the future portfolio, and designing growth and downsizing strategies. Marketing plays a key role in strategic planning by identifying opportunities and developing target markets, marketing mixes, and managing the effort. The marketing process involves analyzing opportunities, selecting target segments, developing product, price, place and promotion tactics, and managing marketing implementation and control.
This document provides an overview of key marketing concepts and terms. It discusses the marketing concept of creating value for customers to build relationships and capture value in return. It also summarizes market offerings, market segmentation, the marketing mix of product, price, place and promotion, and the importance of strategic planning, analysis, implementation and control in effective marketing management. Customer value, satisfaction, and equity are important goals. Partner relationships within a company and across the value chain are also emphasized.
This document discusses company and marketing strategy. It covers strategic planning, analyzing a company's business portfolio, and the marketing process. Strategic planning involves analyzing the internal and external environment, developing a mission statement and objectives, and creating strategies. The business portfolio involves classifying strategic business units using tools like the BCG matrix. Marketing plays a key role in strategic planning by identifying opportunities and developing marketing strategies. The marketing process involves analyzing opportunities, selecting target markets, developing the marketing mix, and managing the effort.
This document discusses company and marketing strategy. It covers strategic planning, analyzing a company's business portfolio, and the marketing process. Strategic planning involves analyzing the internal and external environment, developing a mission statement and objectives, and creating strategies. The business portfolio involves classifying strategic business units using tools like the BCG matrix. Marketing plays a key role in strategic planning by identifying opportunities and developing marketing strategies. The marketing process includes analyzing opportunities, selecting target markets, developing the marketing mix, and managing the effort. It discusses the 4 P's, 4 C's, segmentation, positioning and the marketing plan.
This document discusses company and marketing strategy. It covers strategic planning, analyzing a company's business portfolio, and the marketing process. Strategic planning involves analyzing the internal and external environment, developing a mission statement and objectives, and creating strategies. The business portfolio involves classifying strategic business units using tools like the BCG matrix. Marketing plays a key role in strategic planning by identifying opportunities and developing marketing strategies using the "four Ps" and managing the marketing effort through analysis, planning, implementation and control.
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In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
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The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
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[To download this presentation, visit:
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This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
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9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
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12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
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20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
2. 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
3. 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
4. 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
5. 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
7. 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
8. 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
9. 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
10. 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
other company businesses
• Company division
• Product line within a division
• Single product or brand
2-10
11. Companywide Strategic Planning:
Defining Marketing’s Role
Steps in Analyzing the Current Business Portfolio
Assess the attractiveness of various SBUs and
decide how much support each deserves
2-11
12. Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
Growth share matrix is a portfolio planning method that
evaluates a company’s strategic business units in terms of
their market growth rate and relative share
Strategic business units are classified as:
• Stars
• Cash Cows
• Question marks
• Dogs
2-12
13. Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
Stars are high-growth, high-share businesses or products
requiring heavy investment to finance rapid growth.
They will eventually turn into cash cows.
Cash cows are low-growth, high-share businesses or products
that are established and successful SBUs requiring less
investment to maintain market share
2-13
14. Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
Question marks are low-share business units in high-growth
markets requiring a lot of cash to hold their share
Dogs are low-growth, low-share businesses and products that
may generate enough cash to maintain themselves but do
not promise to be large sources of cash
2-14
15. Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
Problems with Matrix Approaches
• Difficulty in defining SBUs and measuring
market share and growth
• Time consuming
• Expensive
• Focus on current businesses, not future
planning
2-15
16. Companywide Strategic Planning:
Defining Marketing’s
Role
Developing Strategies for Growth and Downsizing
Product/market expansion grid is a tool for
identifying company growth opportunities
through market penetration, market
development, product development, or
diversification
2-16
17. Companywide Strategic Planning:
Defining Marketing’s
Role
• Product/market expansion grid strategies
• Market penetration
• Market development
• Product development
• Diversification
2-17
Developing Strategies for Growth and Downsizing
18. Companywide Strategic Planning:
Defining Marketing’s Role
Developing Strategies for Growth and Downsizing
Market penetration is a growth strategy
increasing sales to current market segments
without changing the product
Market development is a growth strategy
that identifies and develops new market
segments for current products
2-18
19. Companywide Strategic Planning
Defining Marketing’s Role
Developing Strategies for Growth and Downsizing
Product development is a growth strategy
that offers new or modified products to
existing market segments
Diversification is a growth strategy through
starting up or acquiring businesses outside
the company’s current products and markets
2-19
20. Companywide Strategic Planning
Defining Marketing’s Role
Developing Strategies for Growth and Downsizing
Downsizing is the reduction of the business
portfolio by eliminating products or business
units that are not profitable or that no longer
fit the company’s overall strategy
2-20
21. Planning Marketing: Partnering
to Build Customer Relationships
Partner Relationship Management
Partner relationship management is the
process of working closely with partners in
other company departments to form an
effective value chain that serves the
customer, as well as partnering effectively
with other companies in the marketing
system to form a competitively superior
value-delivery network
2-21
22. Planning Marketing: Partnering
to Build Customer Relationships
Value chain is a series of departments that
carry out value-creating activities to
design, produce, market, deliver, and
support a firm’s products
2-22
Partnering with Other Company Departments
23. Planning Marketing: Partnering
to Build Customer Relationships
Value delivery network is made up of the
company, suppliers, distributors, and
ultimately customers who partner with
each other to improve performance of the
entire system
2-23
Partnering with Others in the Marketing System
24. Marketing Strategy and the
Marketing Mix
Marketing Strategy
Marketing strategy is the marketing logic by
which the business unit hopes to achieve its
marketing objectives
2-24
25. Marketing Strategy and the
Marketing Mix
Customer-Driven Marketing Strategy
Market segmentation is the division of a
market into distinct groups of buyers who
have distinct needs, characteristics, or
behavior and who might require separate
products or marketing mixes
2-25
26. Marketing Strategy and the
Marketing Mix
Customer-Driven Marketing Strategy
Market segment is a group of consumers
who respond in a similar way to a given set
of marketing efforts
Target marketing is the process of evaluating
each market segment’s attractiveness and
selecting one or more segments to enter
2-26
27. Marketing Strategy and the
Marketing Mix
Customer-Driven Marketing Strategy
Market positioning is the arranging for a
product to occupy a clear, distinctive, and
desirable place relative to competing
products in the minds of the target
consumer
2-27
28. Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
Marketing mix is the set of controllable
tactical marketing tools—product, price,
place, and promotion—that the firm blends
to produce the response it wants in the
target market
2-28
29. Marketing Strategy and the
Marketing Mix
The four Ps
• Product
• Price
• Place
• Promotion
2-29
Developing an Integrated Marketing Mix
30. Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The four Ps
Product is the goods and services in
combination that the company offers to the
target market
Price is the amount of money customers have
to pay to obtain the product
2-30
31. Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The four Ps
Place is the company activities that make the
product available to target customers
Promotion is the activities that communicate
the merits of the product and persuade
target customers to buy it
2-31
32. Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The 4 Ps versus The 4 Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication
2-32
33. Managing the Marketing Effort
Managing the marketing effort requires:
• Analysis
• Planning
• Implementing
• Controlling
2-33
34. Managing the Marketing Effort
Marketing Analysis
Analysis is the complete analysis of the
company’s situation in a SWOT analysis
that evaluates the company’s:
• Strengths
• Weaknesses
• Opportunities
• Threats
2-34
35. Managing the Marketing Effort
Marketing Analysis
Strengths include internal capabilities,
resources, and positive situational factors
that may help to serve company customers
and achieve company objectives
Weaknesses include internal limitations and
negative situational factors that may
interfere with company performance
2-35
36. Managing the Marketing Effort
Marketing Analysis
Opportunities are favorable factors or trends in
the external environment that the company
may be able to exploit to its advantage
Threats are unfavorable factors or trends that
may present challenges to performance
2-36
37. Managing the Marketing Effort
Market Planning
Planning is the development of strategic and
marketing plans to achieve company
objectives
Marketing strategy consists of the specific
strategies for target markets, positioning, the
marketing mix, and marketing expenditure
levels
2-37
38. Managing the Marketing Effort
Sections of a marketing plan include:
• Executive summary
• Current marketing situation
• Threats and opportunities
• Objective and issues
• Action programs
• Budgets
• Controls
2-38
Market Planning
39. Managing the Marketing Effort
Marketing Implementation
Implementing is the process that turns marketing
plans into marketing actions to accomplish strategic
marketing objectives
Successful implementation depends on how well the
company blends its people, organizational structure,
decision and reward system, and company culture
into a cohesive action plan that supports its
strategies
2-39
40. Managing the Marketing Effort
Marketing Department Organization
• Functional
• Geographic
• Product
• Market or customer management
2-40
41. Managing the Marketing Effort
Marketing Control
Controlling is measuring and evaluating
results and taking corrective action as
needed
• Operating control
• Strategic control
2-45
42. Managing the Marketing Effort
Marketing Control
Operating control involves checking ongoing
performance against annual plan and taking
corrective action as needed
Strategic control involves looking at whether
the company’s basic strategies are well
matched to its opportunities
2-46
43. Managing the Marketing Effort
Marketing Control
Marketing audit is a comprehensive,
systematic, independent, and periodic
examination of a company’s environment,
objectives, strategies, and activities to
determine problem areas and opportunities
2-47
44. Measuring and Managing Return
on Marketing Investment
Return on Marketing Investment
(ROI)
Return on marketing investment (ROI)
is the net return from a marketing
investment divided by the costs of the
marketing investment. Marketing ROI
provides a measurement of the profits
generated by investments in marketing
activities.
2-48
45. Measuring and Managing Return on
Marketing Investment
Customer-Centered Measures
• Customer acquisition
• Customer retention
• Customer lifetime value
2-49