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Chapter2 Strategic Planning And The Marketing Process

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[object Object],[object Object],Strategic Planning and Marketing Process
Strategic Planning ,[object Object],[object Object],[object Object]
Strategic Planning (cont) ,[object Object]
Steps in Strategic Planning Planning Marketing and other functional strategies Defining the Company Mission Setting Company Objectives and Goals Designing the Business Portfolio Corporate Level Business Unit, Product and Market Levels
Mission Statement and objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
Mission Statement and objectives We offer product and services that deliver value to Middle Americans We run discount stores Wal – Mart We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents We make copying, fax and other office machines Xerox Market Oriented Product Oriented Company
Business Portfolio ,[object Object],[object Object],[object Object]
The BCG Growth Share Matrix
Marketing and other business functions ,[object Object],[object Object]
The Marketing Process Factors influencing company marketing strategy
Target Consumers ,[object Object],[object Object],[object Object]
Developing the Marketing Mix ,[object Object]
Developing the Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object]
Managing the Marketing Effort
Contents of Marketing Plan ,[object Object],[object Object],[object Object],[object Object]
Contents of Marketing Plan ,[object Object],[object Object],[object Object],[object Object]

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Chapter2 Strategic Planning And The Marketing Process

  • 1.
  • 2.
  • 3.
  • 4. Steps in Strategic Planning Planning Marketing and other functional strategies Defining the Company Mission Setting Company Objectives and Goals Designing the Business Portfolio Corporate Level Business Unit, Product and Market Levels
  • 5.
  • 6. Mission Statement and objectives We offer product and services that deliver value to Middle Americans We run discount stores Wal – Mart We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents We make copying, fax and other office machines Xerox Market Oriented Product Oriented Company
  • 7.
  • 8. The BCG Growth Share Matrix
  • 9.
  • 10. The Marketing Process Factors influencing company marketing strategy
  • 11.
  • 12.
  • 13.
  • 15.
  • 16.

Notas del editor

  1. Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one