Marketing Strategy: Partnering to Build Customer Relationships

11/4/2018




Principles of Marketing Company and Marketing Strategy
Kotler and Armstrong

Nike’s outstanding
success results from
Chapter 2:
much more than just
Insert Company and making good sports gear.
Textbook Marketing Strategy The iconic company’s
Cover strategy is to build
Image Partnering to Build engagement and a sense
Customer Engagement, of community with and
Value, and Relationships between the Nike brand
and its customers.
Copyright © 2016 Pearson Education, Inc.
Copyright © 2016 Pearson Education, Inc. 2-1 2-2




Company and Marketing Strategy Company and Marketing Strategy
Learning Objectives
Learning Objectives
• Objective 1: Explain company-wide strategic planning •Objective 4: Describe the elements of a
and its four steps. customer value-driven marketing strategy and
mix, and the forces that influence it.
• Objective 2: Discuss how to design business portfolios
and develop growth strategies. •Objective 5: List the marketing management
functions, including the elements of a marketing
• Objective 3: Explain marketing’s role in strategic plan, and discuss the importance of measuring
planning and how marketing works with its partners to and managing marketing return on investment.
create and deliver customer value.
Copyright © 2016 Pearson Education, Inc. 2-3
Copyright © 2016 Pearson Education, Inc. 2-4




Company and Marketing Strategy Company-Wide Strategic Planning
Learning Objective 1 Strategic Planning


•Explain company-wide strategic planning and its Strategic planning is the process of developing
four steps. and maintaining a strategic fit between the
organization’s goals and capabilities, and its
changing marketing opportunities.
Company-Wide Strategic Planning: Defining
Marketing’s Role



Copyright © 2016 Pearson Education, Inc. 2-5 Copyright © 2016 Pearson Education, Inc. 2-6




1

, 11/4/2018




Company-Wide Strategic Planning Company-Wide Strategic Planning

Steps in Strategic Planning Defining a Market-Oriented Mission

• The mission statement is the
organization’s purpose; what
it wants to accomplish in the
larger environment.




Copyright © 2016 Pearson Education, Inc. 2-7 Copyright © 2016 Pearson Education, Inc. 2-8




Company-Wide Strategic Planning Company-Wide Strategic Planning
Setting Company Objectives and Goals
Setting Company Objectives and Goals
Heinz’s overall objective is
Business Marketing
to build profitable customer
objectives objectives
relationships by developing
• Build profitable • Increase foods “superior in quality,
customer market share taste, nutrition, and
relationships • Create local convenience” that embrace
• Invest in partnerships its nutrition and wellness
research • Increase mission.
• Improve profits promotion
H.J. Heinz Company


Copyright © 2016 Pearson Education, Inc. 2-9 Copyright © 2016 Pearson Education, Inc. 2-10




Company and Marketing Strategy Company and Marketing Strategy
Learning Objective 1
Learning Objective 2
• Explain company-wide strategic planning and its four
steps.
Company-Wide Strategic Planning: Defining • Discuss how to design business portfolios and
Marketing’s Role develop growth strategies.
- Strategic Planning
- Steps in Strategic Planning Designing the Business Portfolio
- Defining a Market-Oriented Mission
- Setting Company Objectives and Goals


Copyright © 2016 Pearson Education, Inc. 2-11 Copyright © 2016 Pearson Education, Inc. 2-12




2