上海对外经贸大学工商管理学院市场营销学课件 Chapter2.pptVIP

Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 2 Learning Goals Explain strategic planning Describe business portfolios and growth strategies Detail marketing’s role in strategic planning Describe elements of customer-driven marketing strategy List the marketing management functions Case StudyDisney –What are its challenges? Disney has grown via diversification. Originally known for films, animation, theme parks. Satisfying the customer is everyone’s job. Discussion Questions Has Disney grown too large? Will consumers accept new Disney businesses