1. Trang chủ
  2. » Giáo án - Bài giảng

Bài giảng môn MARKETING PRINCIPLE LECTURE NOTES: Chapter 2 company and marketing strategy

7 403 2

Đang tải... (xem toàn văn)

THÔNG TIN TÀI LIỆU

Thông tin cơ bản

Định dạng
Số trang 7
Dung lượng 530,52 KB

Nội dung

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

Trang 1

Chapter 2- slide 1 Copyright © 2009 Pearson Education, Inc

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 as Prentice Hall

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

Trang 2

Chapter 2- slide 5 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

Offering

value

Core activities

Chapter 2- slide 6 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

• 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

Chapter 2- slide 7 Copyright © 2010 Pearson Education, Inc

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

Chapter 2- slide 8 Copyright © 2010 Pearson Education, Inc

Companywide Strategic Planning

The business portfolio is the collection of businesses and products that make up the company

Designing the Business Portfolio

Trang 3

Chapter 2- slide 9 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

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

Chapter 2- slide 10 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

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

Trang 4

Chapter 2- slide 13 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

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

Chapter 2- slide 14 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

Market development is a growth strategy that identifies and develops new market segments for current products

- Develop new distribution channels , new markets

Chapter 2- slide 15 Copyright © 2010 Pearson Education, Inc

3 Product development

Product development is a growth strategy that offers new or

modified products to existing market segments

Chapter 2- slide 16 Copyright © 2010 Pearson Education, Inc

4 Diversification

Diversification is a growth strategy for starting up or acquiring

businesses outside the company’s current products and markets

Acquired

Trang 5

Chapter 2- slide 17 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

CHIẾN LƯỢC ĐA DẠNG HÓA

THÂU TÓM

Chapter 2- slide 18 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

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

Trang 6

Chapter 2- slide 21 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

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

Chapter 2- slide 22 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

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

Chapter 2- slide 23 Copyright © 2010 Pearson Education, Inc

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

Chapter 2- slide 24 Copyright © 2010 Pearson Education, Inc

Managing the Marketing Effort

Executive summary Marketing situation

Threats and opportunities

Objective and

Action programs Budgets Controls

Market Planning—Parts of a Marketing Plan

Trang 7

Chapter 2- slide 25 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

Managing the Marketing Effort

Implementing is the process that turns

marketing plans into marketing actions to

accomplish strategic marketing objectives

Marketing Implementation

Chapter 2- slide 26 Copyright © 2010 Pearson Education, Inc

Publishing as Prentice Hall

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)

Ngày đăng: 30/07/2018, 15:37

TỪ KHÓA LIÊN QUAN

w