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chapter 2 Partnering to Build Customer Engagement, Value, and…
chapter 2 Partnering to Build Customer Engagement, Value, and Relationships
1) Company-Wide Strategic Planning
mission statement
setting company objectives and goals
strategic planning
3) Planning Marketing: Partnering to Build Customer Relationships
value chain
value delivery network
4) Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix
marketing mix
place
price
product
promotion
Customer Value-Driven Marketing Strategy
market targeting
market positioning
market segment
differentiation
market segmentation
positioning
marketing strategy
5) Managing the Marketing Effort
market planning
market implementation
marketing analysis
swot
ROI return on marketing investment
2) Designing The Business Portfolio
strategic business unit
analyzing the current business portfolio
portfolio analysis
Problems with Matrix Approaches
The business portfolio
Developing Strategies for Growth and Downsizing