营销学教学课件（英文版）pom12_media02.pptVIP

Managing the Marketing Effort Marketing Analysis Analysis is the complete analysis of the company’s situation in a SWOT analysis that evaluates the company’s: Strengths Weaknesses Opportunities Threats Managing the Marketing Effort Marketing Analysis Strengths include internal capabilities, resources, and positive situational factors that may help to serve company customers and achieve company objectives Weaknesses include internal limitations and negative situational factors that may interfere with company performance Managing the Marketing Effort Marketing Analysis Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage Threats are unfavorable factors or trends that may present challenges to performance Managing the Marketing Effort SWOT Analysis 2 Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Companywide Strategic Planning: Defining Marketing’s Role Strategic Planning for a business Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities Purpose: to find ways in which the company can best use its strengths to take advantage of attractive opportunities in the environment Steps in the Strategic Planning Process  1 Defining a Market-Oriented Mission 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  2 Setting Company Objectives and Goals Business objectives Marketing objectives  3 Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company  Analyzing the Current Business Portfolio Analyzing the business portfolio is the process by which management evaluates the products and businesses making up the co