Ch. 2 - Company and Marketing Strategy

Steps in companywide strategic planning

1) Defining a (maket oriented) company mission 2) Setting objectives and goals 3) Designing business portfolio 4) Planning marketing and other functional strategies

Business Portfolio

1) Portfolio Analysis: BCG Matrix (for current) 2) Portfolio Design: Product / Market Expansion Grid (for future)

BCG Matrix

Marketing Management/3. Marketing Strategy/ 3. Strategy Planning

Market Expansion Grid

Marketing Management/3. Marketing Strategy/ 3. Strategy Planning

Partnering to Build Customer Relationships: Internal Coordination

Value Chain: Series of departments that carry out value-creating activities to design, produce, market, deliver

Partnering to Build Customer Relationships: External Coordination

Value delivery network: is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system

Market Strategy

Market segmentation: distinct groups of buyers with different needs, characteristics, or behavior

Market targeting: process of evaluating each market segment’s attractiveness and selecting one or more segments to enter

Market differentation: Bir şirketin veya markanın rakiplerinden farklı ve benzersiz bir konumda olma çabasıdır. Bu strateji, ürün veya hizmetin belirli özelliklerini vurgulayarak tüketiciler arasında farklılaşmayı amaçlar.

Market positioning: the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consume

Marketing Mix

Set of controllable: Product, Price, Place, Promotion

Market Analysis

(swot)

Swot

ROI

Return on marketing investment: Return on marketing investment, pazarlamanın ne kadar başarılı olduğunu ölçer.