Transcript CH 2 2014
CHAPTER LINKING MARKETING AND CORPORATE STRATEGIES Dr. Hurrem Yilmaz Slide 2-2 THE STRATEGIC MARKETING PROCESS • Engaging in Strategic Marketing Process • Developing a Marketing Plan Dr. Hurrem Yilmaz Slide 2-33 The strategic marketing process Dr. Hurrem Yilmaz Slide 2-34 THE STRATEGIC MARKETING PROCESS • Strategic Marketing Process: The Planning Phase Step 1: Situation (SWOT) Analysis Dr. Hurrem Yilmaz Slide 2-35 THE STRATEGIC MARKETING PROCESS Step 2: Market-Product Focus and Goal Setting Dr. Hurrem Yilmaz Slide 2-40 THE STRATEGIC MARKETING PROCESS Step 3: Marketing Program Dr. Hurrem Yilmaz Slide 2-42 Elements of the marketing mix Dr. Hurrem Yilmaz Slide 2-43 SETTING STRATEGIC DIRECTIONS • Growth Strategies: Where Do We Want to Go? The Business Portfolio Analysis (BCG Growth Share Matrix) Dr. Hurrem Yilmaz Slide 2-22 SETTING STRATEGIC DIRECTIONS • Growth Strategies: Where Do We Want to Go? The Business Portfolio Analysis (BCG Growth Share Matrix) Dr. Hurrem Yilmaz Slide 2-23 Boston Consulting Group growth-share matrix for a strong, diversified firm Dr. Hurrem Yilmaz Slide 2-24 Growth Strategies: Where Do We Want to Go? Diversification Analysis • Market Penetration • Market Development • Product Development • Diversification Dr. Hurrem Yilmaz 2-11 Strategic Marketing Process The strategic marketing process is an approach whereby an organization allocates its marketing mix resources to reach its target markets. Dr. Hurrem Yilmaz Slide 2-78 Marketing Plan A marketing plan is a road map for the marketing activities of an organization for a specified future period of time, such as one year or five years. Dr. Hurrem Yilmaz Slide 2-79 Situation Analysis Situation analysis involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in light of the organization’s plans and the external factors and trends affecting it. Dr. Hurrem Yilmaz Slide 2-80 SWOT Analysis SWOT analysis is an acronym describing an organization’s appraisal of its internal strengths and weaknesses and its external opportunities and threats. Dr. Hurrem Yilmaz Slide 2-81 Market Segmentation Market segmentation is involves considering prospective buyers in terms of groups or segments that have common needs and will respond similarly to a marketing action. Dr. Hurrem Yilmaz Slide 2-82 Points of Difference Points of difference are those characteristics of a product that make it superior to competitive substitutes. Dr. Hurrem Yilmaz Slide 2-83 Marketing Strategy A marketing strategy is the means by which a marketing goal is to be achieved, usually characterized by a specific target market and a marketing program to reach it. Dr. Hurrem Yilmaz Slide 2-84 Diversification Analysis Diversification analysis is a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products. Dr. Hurrem Yilmaz 2-19