Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships Chapter 2- slide 2 Copyright © 2010 Pearson Education, Inc.. Publishing
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Chapter Two
Company and Marketing Strategy
Partnering to Build Customer
Relationships
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Company and Marketing Strategy
• Companywide Strategic Planning:
Defining Marketing’s Role
• Designing the Business Portfolio
• Planning Marketing: Partnering to Build Customer Relationships
• Marketing Strategy and the Marketing Mix
• Managing the Marketing Effort
Topic Outline
Companywide Strategic Planning
developing and maintaining a strategic fit
between the organization’s goals and
marketing opportunities
Strategic Planning
Companywide Strategic Planning
Defining company’s mission
Setting objectives
Building porfolio
Proposing marketing plan and other functional strategies
The strategy must focus on CUSTOMER
The corporate strategy leads marketing
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Offering
value
Core activities
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• The mission statement is 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
1 Defining a Market-Oriented Mission
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Companywide Strategic Planning
Business
objectives
• Build profitable
customer
relationships
• Invest in market
research
• Improve profits
Marketing objectives
• Increase market share
• Create local partnerships
• Increase promotion
2 Setting Company Objectives and Goals
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Companywide Strategic Planning
The business portfolio is the collection of businesses and products that make up the company
Designing the Business Portfolio
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Companywide Strategic Planning
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
- Has a own competitors
- Has a own BODs (Board of Directors) who
proposes strategy and plans
Analyzing the Current Business Portfolio
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VINGROUP’S SBU
Companywide Strategic Planning
Product/market expansion grid is a
tool for identifying company growth
opportunities through
1 Market penetration
2 Market development
3 Product development
4 Diversification
Developing Strategies for Growth and
products
New products
Current market
1 Market penetration
3 Product development
New market 2 Market
development
4 Diversification Developing Strategies for Growth and Downsizing
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Market penetration is a growth strategy increasing sales to
current market segments without changing the product
- Often using promotion and pricing tools
Market penetration is a growth strategy increasing sales to
current market segments without changing the product
- Often using promotion and pricing tools
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Market development is a growth strategy that identifies and develops new market segments for current products
- Develop new distribution channels , new markets
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3 Product development
Product development is a growth strategy that offers new or
modified products to existing market segments
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4 Diversification
Diversification is a growth strategy for starting up or acquiring
businesses outside the company’s current products and markets
Acquired
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CHIẾN LƯỢC ĐA DẠNG HÓA
THÂU TÓM
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Companywide Strategic Planning
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
Developing Strategies for Growth and Downsizing
Marketing Strategy and the
Marketing Mix
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
Market segment is a group of consumers
who respond in a similar way to a given
Customer-Driven Marketing Strategy
Marketing Strategy and the
Marketing Mix
Market targeting is the process of
evaluating each market segment’s attractiveness and selecting one or more segments to enter
Customer-Centered Marketing Strategy
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Mix
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
Customer-Centered Marketing Strategy
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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
Developing an Integrated Marketing Mix
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Marketing mix
Target Customer
MARKETING MIX
Product
• Porfolio
• Quality
• Design
• Features
• Brand
• Label &
Packaging
• Service
Promotion
• Advertising
• Personal selling
• Sales promotion
• Public relations
PR
• Direct Marketing
• Digital Marketing
Place
• Distribution channels
• Market coverage
• Location
• Storage
• Transportation
• Delivery
Price
• Retail price
• Wholesale price
• Discount
• Deduction
• Payment time and policies
• Debt policies
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Managing the Marketing Effort
Executive summary Marketing situation
Threats and opportunities
Objective and
Action programs Budgets Controls
Market Planning—Parts of a Marketing Plan
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Managing the Marketing Effort
Implementing is the process that turns
marketing plans into marketing actions to
accomplish strategic marketing objectives
Marketing Implementation
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Managing the Marketing Effort
• Controlling is the measurement and evaluation of results and the taking of corrective action as needed
• Operating control
• Strategic control
Marketing Control
Measuring and Managing
Return on Marketing Investment
Return on marketing investment (marketing
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.
Return on Marketing Investment
(Marketing ROI)