Objectives.PPTVIP

Chapter 3 Objectives Discuss corporate and division strategic planing. List major steps in planning the marketing process. Determine how a company can effectively manage the marketing process. Some Terms to Learn... Planning, Implementation, and Control Process Corporate Headquarters Planning Why might a corporation’s mission change over time? What can a good mission statement yield a business? What are four different types of competitive scopes of a company? Discuss distinct differences between vertical scope and geographical scope. The Boston Consulting Group’s Growth-Share Matrix The General ElectricModel Describe market attractiveness and business strength. What would be benefits of the GE and the BCG models? In what areas are the models weak? Three Intensive Growth Strategies: Ansoff’s Product-Market Expansion Grid Strategy Formulation Good strategies to think about: Overall cost leadership, differentiation, and focus. Firms that do not produce clear strategies do not perform well. Let’s think -- how could the internet make strategy formulation more challenging? Steps in theMarketing Process Describe each step in the marketing process: The Marketing Plan Organization of theMarketing Department Global Organization Evaluating and Controlling the Marketing Process Evaluating and Controlling the Marketing Process To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall 3-* Strategic plan Let’s Discuss Describe what might happen in each of the following steps in strategic planning: Marketing plan Division plan Business unit strategic plan Planning Corporate planning Division planning Business planning Product planning Implementation Organizing Implementing Measuring results Diagnosing results Taking corrective action Control Let’s Discuss 20%- 18%- 16%- 14%- 12%- 10%- 8%- 6%- 4%- 2%- 0 Market Growth Rate 10x 4x 2x 1.5x 1x Relative Market Share .5x .4x .3x .2x .1x Dogs 8 7 3 ? Question marks ? ? 2 1