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CHAPTER 2 : COMPANY AND MARKETING STRATEGY : PARTNERING TO BUILD CUSTOMER…
CHAPTER 2 : COMPANY AND MARKETING STRATEGY : PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
STRATEGY PLANING
IS THE PROCESS OF DEVELOPING AND MAINTAINING A STRATEGY FIT BETWEEN THE ORGANIZATION'S GOALS ANSD CAPABILITY AND ITS CHANGING MARKETING OPPURTUNITIES
MISSION
THE ORGANIZATIONAL'S PURPOSE WHAT IS TO ACCOPLISH IN THE LARGER ENVIROMENT
MARKET ORIENTED MISSION
STRATEGY PLANING
SETTING COMPANY OBJECTIVES AND GOALS
THE MISSION LEADS TO FORMATION OF BUSINESS OBJECTIVES
SETTING COMPANY OBJECTIVES AND GOALS
DESIGNING THE BUSINESS PORTFOLIO
COLLECTIONS OF BUSINESS AND PRODUCTS THAT MAKE UP THE COMPANY
CURRENT
FUTURE
DEVELOP GROWTH STRATEGIES
DOWNSIZING
PARTNERING TO BUILD CUSTOMER RELATIONSHIP
VALUE CHAIN
PARTNERING WITH OTHER COMPANY DEPARTMENTS
PARTENING WITH OTHERS IN THE MARKETING SYSTEM
MARKETING STRATEGY
MARKETING SEGMENTATION
TARGET MARKETING
MARKET POSITIONING
DIFFERENTIATION
THE MARKETING MIX
PROMOTIONAL
DISTRIBUTION
PRODUCT
PRICING
THE BCG GROWTH SHARE MATRIX
DOG
STAR
QUESTION MARK
CASH COW
THE PRODUCT MARKET EXPANSION GRID
MARKET PENETRATION
PRODUCT DEVELOPMENT
MARKET DEVELOPMENT
DIVERSIFICATION
THE 4 PS OF THE MARKETING MIX
PRODUCT
PRICE
PROMOTION
PLACE
