Académique Documents
Professionnel Documents
Culture Documents
2-3
Strategic planning
2-4
Companywide Strategic Planning:
Defining Marketing’s Role
• Business objectives
• Marketing objectives
2-6
Companywide Strategic Planning:
Defining Marketing’s Role
2-7
Companywide Strategic Planning:
Defining Marketing’s Role
2-8
Companywide Strategic Planning:
Defining Marketing’s Role
2-9
Companywide Strategic Planning:
Defining Marketing’s Role
Steps in Analyzing the Current Business Portfolio
2-10
Companywide Strategic Planning:
Defining Marketing’s Role
Steps in Analyzing the Current Business Portfolio
2-11
Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
2-12
Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
2-13
Companywide Strategic Planning:
Defining Marketing’s Role
Analyzing the Current Business Portfolio
The Boston Group Approach
2-14
Companywide Strategic Planning:
Defining Marketing’s Role
2-16
Companywide Strategic Planning:
Defining Marketing’s
Role
Developing Strategies for Growth and Downsizing
2-17
Companywide Strategic Planning:
Defining Marketing’s Role
Developing Strategies for Growth and Downsizing
2-18
Companywide Strategic Planning
Defining Marketing’s Role
Developing Strategies for Growth and Downsizing
2-20
Planning Marketing: Partnering to
Build Customer Relationships
Partner Relationship Management
2-21
Planning Marketing: Partnering
to Build Customer Relationships
Partnering with Other Company Departments
2-22
Planning Marketing: Partnering
to Build Customer Relationships
Partnering with Others in the Marketing System
2-23
Marketing Strategy and the
Marketing Mix
Marketing Strategy
2-24
Marketing Strategy and the
Marketing Mix (4 P’s of Marketing)
2-25
Marketing Strategy and the
Marketing Mix
2-26
Marketing Strategy and the
Marketing Mix
2-27
Marketing Strategy and the
Marketing Mix
2-28
Marketing Strategy and the
Marketing Mix
The four Ps
• Product
• Price
• Place
• Promotion
2-29
Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The four Ps
2-30
Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
The four Ps
2-31
Marketing Strategy and the
Marketing Mix
Developing an Integrated Marketing Mix
2-32
Managing the Marketing Effort
2-33
Managing the Marketing Effort
Step 1 :Marketing Analysis
2-34
Managing the Marketing Effort
Marketing Analysis
2-36
Managing the Marketing Effort
Step 2 : Market Planning
2-37
Managing the Marketing Effort
Step 2 : Market Planning
Sections of a marketing plan include:
• Executive summary
• Current marketing situation
• Threats and opportunities
• Objective and issues
• Action programs
• Budgets
• Controls
2-38
Managing the Marketing Effort
Step 3 : Marketing Implementation
2-39
Managing the Marketing Effort
(Step 3 )Marketing Department Organization
• Functional
• Geographic
• Product
• Market or customer management
2-40
Managing the Marketing Effort
(Step 3) Marketing Department Organization
2-41
Managing the Marketing Effort
(Step 3) Marketing Department Organization
2-42
Managing the Marketing Effort
2-43
Managing the Marketing Effort
Customer management
involves a customer focus and
not a product focus for managing
customer profitability and
customer equity
2-44
Managing the Marketing Effort
Step 4 : Marketing Control
2-45
Managing the Marketing Effort
Step 4 : Marketing Control
2-46
Managing the Marketing Effort
Step 4 : Marketing Control
2-47
Measuring and Managing Return
on Marketing Investment
Return on Marketing Investment (ROI)
2-48
Measuring and Managing Return on
Marketing Investment
Customer-Centered Measures
• Customer acquisition
• Customer retention
• Customer lifetime value
2-49