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* * * * * * * * Chapter 2- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 2- slide * Copyright ? 2009 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 2- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships Company and Marketing Strategy Companywide Strategic Planning: Defining Marketing’s Role Designing the Business Portfolio Planning Marketing: Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Managing the Marketing Effort Topic Outline Companywide Strategic Planning Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities Strategic Planning Companywide Strategic Planning The mission statement is the organization’s purpose, what it wants to accomplish in the larger environment Market-oriented mission statement defines the business in terms of satisfying basic customer needs Defining a Market-Oriented Mission Companywide Strategic Planning Setting Company Objectives and Goals Companywide Strategic Planning The business portfolio is the collection of businesses and products that make up the company Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company Designing the Business Portfolio Companywide Strategic Planning Strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businesses Company division Product line within a division Single product or brand Analyzing the