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Chapter 2-Company and Marketing
Strategy
- CHAPTER 2: Company and Marketing
Strategy Partnering to Build Customer
Relationships
- Strategic Planning: The process of
developing and maintaining a
strategic fit between the
organization’s goals and capabilities
and its changing marketing
opportunities.
- Mission statement: A statement of the
organization’s purpose—what it wants to
accomplish in the larger environment
- Business portfolio: The collection
of businesses and products that
make up the company
- Portfolio analysis: The process by which
management evaluates the products and
businesses that make up the company.
- Growth – share matrix: A portfolio-planning
method that evaluates a company’s SBUs in
terms of market growth rate and relative
market share
- Product/market expansion grid: A
portfolio-planning tool for identifying
company growth opportunities through
market penetration, market development,
product development, or diversification.
- Growth – share matrix: A portfolio-planning
method that evaluates a company’s SBUs in
terms of market growth rate and relative
market share
- Portfolio analysis: The process by which
management evaluates the products and
businesses that make up the company.
- Market penetration: Company
growth by increasing sales of
current products to current
market segments without
changing the product
- Market development: Company growth by
identifying and developing new market
segments for current company products
- Product Development: Company growth by
offering modified or new products to
current market segments
- Diversification
- Diversification
- Product Development: Company growth by
offering modified or new products to
current market segments
- Market development: Company growth by
identifying and developing new market
segments for current company products
- SWOT analysis: An overall evaluation
of the company’s strengths (S),
weaknesses (W), opportunities (O),
and threats (T).
- Marketing implementation: Turning marketing
strategies and plans into marketing actions to
accomplish strategic marketing objectives
- Return on marketing
investment (or marketing
ROI)
- Marketing control
- Return on marketing
investment (or marketing
ROI)
- Marketing implementation: Turning marketing
strategies and plans into marketing actions to
accomplish strategic marketing objectives
- Mission statement: A statement of the
organization’s purpose—what it wants to
accomplish in the larger environment
- Value chain: The series of
internal departments that
carry out value-creating
activities to design, produce,
market, deliver, and support a
firm’s products.
- Value delivery network: The
network made up of the
company, its suppliers, its
distributors, and, ultimately,
its customers who partner
with each other to improve
the performance of the entire
system.
- Value delivery network: The
network made up of the
company, its suppliers, its
distributors, and, ultimately,
its customers who partner
with each other to improve
the performance of the entire
system.
- Marketing
strategy
- Market
Segmentation
- Market Segment
- Market target
- Positioning
- Differentiation
- Marketing Mix: The set of
tactical marketing tools—
product, price, place, and
promotion— that the firm blends
to produce the response it wants
in the target market.
- Market
Segmentation
- Strategic Planning: The process of
developing and maintaining a
strategic fit between the
organization’s goals and capabilities
and its changing marketing
opportunities.
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