2. Company and Marketing Strategy: Partnering to Build Customer Relationships
카테고리 없음 2012. 7. 30. 14:03Chapter 1. Marketing: Creating and Capturing Customer Value
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2 : Understanding the Marketplace and Consumers
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Part 3 :Designing a Customer-Driven Strategy and Mix
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value
Chapter 11. Additional Pricing Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 : Extending marketing
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Company-Wide 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
Measuring and Managing Return on Marketing Investment
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Company-Wide Strategic Planning: Defining Marketing’s Role
Defining a Market-Oriented Mission
Setting Company Objectives and Goals
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer Relationships
Partnering with Other Company Departments
Partnering with Others in the Marketing System
Marketing Strategy and the Marketing Mix
Customer-Driven Marketing Strategy
Developing and Integrated Marketing
Managing the Marketing Effort
Market Analysis
Marketing Planning
Marketing Implementation
Marketing Department Organization
Marketing Control
Measuring and Managing Return on Marketing Investment
Key Terms
Objective 1.
Strategic planning The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities.
Mission statement A statement of the organization's purpose - what it wants to accomplish in the larger environment
Business portfolio The collection of business and products that make up the company
Portfolio analysis The process by which management evaluates the products and business that make up the company
Growth-share matrix A portfolio-planning method that evaluates a company's SBUs in terms of its market growth rate and relative market share.
Product/market expansion grid A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
Market penetration Company growth by increasing sales of current products to current market segments without changing the product.
Market development Company growth by identifying and developing new market segments for current company products
Product development Company growth by offering modified or new products to current market segments.
Diversification Company growth through starting up or acquiring business outside the company's current products and markets
Objective2
Value chain The series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm's products.
Value delivery network The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system.
Objective3
Marketing strategy The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships
Marketing segmentation Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs.
Market segment A group of consumers who respond in a similar way to a given set of marketing efforts.
Market targeting The process of evaluating each market segment's attractiveness and selecting one or more segments to enter.
Positioning Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
Differentiation Actually differentiating the market offering to create superior customer value
Marketing mix The set of tactical marketing tools - product, price, place, and promotion- that the firm blends to produce the response it wants in the target market
Objective4
SWOT analysis An overall evaluation of the company's strengths, weaknesses, opportunities, nd threats
Marketing Implementation Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives
Marketing Control Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.
Return on marketing investment(or marketing ROI) The net return from a marketing investment divided by the costs of the marketing investment
브라보맨