Marketing Environment & Marketing Strategy Partnering To Build Customer Relationships

Marketing Environment &
Marketing Strategy
Partnering to Build Customer Relationships
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2- 1
D
E The Marketing Environment is
F
I
N a set of forces, some controllable and
E
D
some uncontrollable, that influence the
ability of a business to create value and
attract and serve customers.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 2-2

Macro Environment External
Environment
Political Micro Environment Social
Suppliers
Buyers Organization
Loss of Control
Competitors
Economy Technology
Internal
Environment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 2-3
Companywide Strategic Planning
Strategic Planning
Strategic planning is the process of developing and maintaining

a strategic fit between the organization’s goals and capabilities
and its changing marketing opportunities
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Steps in Strategic Planning
Defining a Market-Oriented Mission
• The mission statement is

the organization’s purpose,
what it wants to
accomplish in the larger
environment
We help you organize the world’s
information and make it
universally accessible and useful.
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Designing the Business Portfolio
The business portfolio is the collection of businesses and

products that make up the company
Portfolio analysis is a major activity in strategic planning
whereby management evaluates the products and businesses
that make up the company
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Analyzing the Current Business Portfolio
Strategic business units can be

• Company division
• Product line within a division
• Single product or brand
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Analyzing the Current Business Portfolio
Identify key businesses (strategic business units,

or SBUs) that make up the company
Assess the attractiveness of its various SBUs
Decide how much support each SBU deserves
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Developing Strategies for Growth and Downsizing
Product/Market Expansion Grid
Looks at new products,

existing products, new
Market Market
markets and existing penetration development
markets for company

growth opportunities
Product
Diversification
development
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Developing Strategies
for Growth and Downsizing
Market penetration growth by

increasing sales to current
market segments without
changing the product
Market development growth
by identifying and
developing new market
segments for current products
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Product development is a growth strategy that offers new or

modified products to existing market segments
Diversification is a growth strategy through starting up or
acquiring businesses outside the company’s current
products and markets
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Downsizing :harvest or divest businesses that are

unprofitable or that no longer fit the strategy
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Planning Marketing
Value chain is a series of

departments that carry out
value-creating activities to
design, produce, market,
deliver, and support a firm’s
products
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Planning Marketing
Value delivery network is

made up of the company,
suppliers, distributors,
and ultimately customers
who partner with each
other to improve
performance of the entire
system
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Marketing Strategy and
the Marketing Mix
Marketing Strategy and the
Marketing Mix
Market segmentation is the division of a market

into distinct groups of buyers who have different
needs, characteristics, or behavior and who
might require separate products or marketing
mixes
Market segment is a group of consumers who
respond in a similar way to a given set of
marketing efforts
oooo
Marketing Mix
Market Targeting
Market targeting is the process of evaluating each market

segment’s attractiveness and selecting one or more
segments to enter
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Marketing Strategy and the Marketing
Mix
Market positioning is the arranging for a product to

occupy a clear, distinctive, and desirable place relative
to competing products in the minds of the target
consumer
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Marketing Mix
• Differentiation begins the positioning process
• Whole marketing plan supports the positioning strategy
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Marketing Strategy and the Marketing
Mix
Developing an Integrated Marketing Mix
Marketing mix is the set of controllable tactical marketing

tools—product, price, place, and promotion—that the firm
blends to produce the response it wants in the target market
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Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix

Managing the Marketing Effort
Marketing Analysis – SWOT Analysis

Thank you
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Marketing Environment & Marketing Strategy Partnering To Build Customer Relationships

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Marketing Environment &

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 2-2

Political Micro Environment Social

Strategic planning is the process of developing and maintaining

• The mission statement is

The business portfolio is the collection of businesses and

Strategic business units can be

Identify key businesses (strategic business units,

Assess the attractiveness of its various SBUs

Decide how much support each SBU deserves

Looks at new products,

markets for company

Market penetration growth by

Product development is a growth strategy that offers new or

Downsizing :harvest or divest businesses that are

Value chain is a series of

Value delivery network is

Market segmentation is the division of a market

Market targeting is the process of evaluating each market

Market positioning is the arranging for a product to

Marketing mix is the set of controllable tactical marketing

Developing an Integrated Marketing Mix

Marketing Analysis – SWOT Analysis

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