MARKETING-CH2
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Company and Marketing Strategy: Partnering to Build Customer Relationships
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MARKETING-CH2
- 1. Company and Marketing Strategy: Partnering to Build Customer Relationships
- 3. Steps in Strategic Planning
- 5. Different Dimensions of Strategy (3 R’s)
- 7. Strategies Over Time-Singapore Airlines
- 8. Questions a Mission Statement Should Answer What is our Business? Who is the Customer? What do Consumers Value? What Should our Business Be?
- 10. Mission Statements Should: Be Realistic Be Specific Fit the Market Environment Be Based on Distinctive Competencies Be Motivating
- 16. The BCG Growth-Share Matrix Figure 2.4
- 17. Comparison of Business Portfolios Figure 2.5
- 18. Figure 2.6 Strategies in Managing the SBUs in the Portfolio
- 19. Problems With Matrix Approaches Can be Difficult, Time Consuming, Costly to Implement Difficult to Define SBUs & Measure Market Share/Growth Focus on Current Businesses, Not Future Planning Can Place too Much Emphasis on Growth Can Lead to Poorly Planned Diversification
- 20. Product/Market Expansion Grid Market Penetration Product Development Market Development Existing New P R O D U C T New M A R K E T Diversification Existing Figure 2.7
- 21. Growth at Starbucks To maintain its phenomenal growth in an increasingly over-caffeinated marketplace, Starbucks has brewed up an ambitious, multi-pronged growth strategy.
- 24. Linking the Product/Market Expansion Grid to Marketing Strategies
- 25. Competitive Strategies: Comparison of Service Attributes of Full Service and Budget Airlines
- 26. Linking the Strategic Planning Models (marketing implications)
- 28. Marketing’s Role in Strategic Planning Provide a Guiding Philosophy Provide Inputs to Strategic Planners Design Strategies to Reach Objectives
- 29. Managing Marketing Strategy and Marketing Mix Figure 2.13
- 34. The 4 P’s of the Marketing Mix
- 35. Achieving Competitive Advantage, Integration and Positioning in the Marketing Mix
- 36. An Example of Integration in the Marketing Mix
- 39. Managing the Marketing Effort Figure 2.16
- 40. Major Sections of Product/Brand Plan Executive Summary Current Marketing Situation Analysis of Threats and Opportunities Objectives for the Brand Marketing Strategy Action Programs Marketing Budget Controls
- 41. Marketing Control Process Figure 2.17