Академический Документы
Профессиональный Документы
Культура Документы
Downsizing
Reduces business portfolio by eliminating products or
business units that are not profitable or no longer fit the
companys overall strategy
Why downsize? Reasons:
1. Rapid growth of the company
2. Lack of experience in a market
3. Change in market environment
4. Decline of a particular product
Role of Marketing in Strategic Planning
Provides a guiding philosophy
o Marketing conceptCompany strategy should create
customer value and build profitable relationships with the key
customers
Provides inputs to strategic planners
o Helps identify market opportunities and assess firms potential
to take advantage of them
Designs strategies for reaching the units objectives
Partnering with Other Company Departments
Value ChainSeries of internal departments that carry our
value-creating activities
Success depends on how well various departments coordinate their
activities
Marketers should ensure all the departments are customer-focused
and develop smooth, functioning value chain.
Partnering with Others in the Marketing System
Companies should assess:
o Their internal value chains
o Value chains of their suppliers, distributors and their
customers
Value Delivery NetworkMade up of the company, suppliers,
distributors and its customers who partner with each other
to improve performance of entire system
Marketing Strategy
Marketing logic by which the company hopes to create
customer value and achieve profitable customer
relationships
Marketing MixIntegration of product, price, place and promotion
Activities for best marketing strategy and mix involve:
o Market analysis
o Planning, implementation, and control
Criticisms of Four Ps
Omit or underemphasize service products
Need to include packaging as a product decision
Does not cater to buyers perspective of the Four Cs: (Myopia?)
1. Customer solution
2. Customer cost
3. Convenience
4. Communication
Managing Marketing: Analysis, Planning, Implementation, and
Control
SWOT Analysis
Market Implementation
o
Learning Objectives
Explain company-wide strategic planning and its 4 steps
Discuss how to design business portfolios and develop growth
strategies
Explain marketings role in strategic planning and how marketing
works with its partners to create and deliver customer value
Describe the elements of a customer0driven marketing strategy and
mix and the forces that influence it
List the marketing management functions, including the elements of
a marketing plan, and discuss the importance of measuring and
managing return on marketing investment