Business Strategies and Their Marketing Implications

1. 1-1
McGraw-Hill/Irwin
©2008 The McGraw-Hill Companies,
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Business
Strategies
and Their
Marketing
Implications
3

2. Design of SBUs
1. A homogeneous set of markets to serve
with a limited number of related technologies.
2. A unique set of product markets.
3. Control over those factors necessary for
successful performance.
4. Responsibility for their own profitability.

3. Discussion Question
2. On what basis do businesses
compete?

8. Discussion Questions
3. How might the Internet change
how firms compete? Are these
strategy typologies obsolete?

9. Discussion Questions
4. What sorts of market,
technological, and competitive
conditions call for which of these
strategies? What strengths are
required for success with each?

11. Discussion Questions
5. What sort of marketing mix (4 P’s)
is typically appropriate for each of
these strategies?
Can we generalize?