Amstrong 02
Amstrong 02
Amstrong 02
Chapter 2:
Company and Marketing
Strategy
Partnering to Build Customer
Engagement, Value, and
Relationships
Learning Objectives
• Objective 1: Explain company-wide strategic planning
and its four steps.
4
Company and Marketing Strategy
Learning Objective 1
Mission Statement
A statement of the organizational purpose – what it wants
to accomplish the larger environment
• Mission Statement should answer:
• Who is our business?
• Who is the customer?
• What do customer value?
• What should our business do?
2-9
Copyright © 2016 Pearson Education, Inc.
Company and Marketing Strategy
Learning Objective 1
2-10
Copyright © 2016 Pearson Education, Inc.
Company and Marketing Strategy
Learning Objective 1
2-15
Copyright © 2016 Pearson Education, Inc .
Designing the Business Portfolio
High Question
Market Stars
Marks
Growth
Low Cash
Dogs
Market Cows
Growth
New
Market Development Diversification
Markets
Learning Objective 3
Learning Objective 4
SWOT analysis
Marketing Control
Process of measuring and evaluating the result of marketing
strategic and plan and taking correction action to ensure that
objective are achieved
• Evaluating results
• Taking corrective action
• Operating control
• Strategic control
Marketing Audit
A comprehensive, systematic, independent and periodic
examination of a company’s environment, objective,
strategies and activity to determine problem areas and
opportunities and to recommend a plan of action to improve
the company’s marketing performance