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Chapter3ObjectivesDiscusscorporateanddivisionstrategicplaning.Listmajorstepsinplanningthemarketingprocess.Determinehowacompanycaneffectivelymanagethemarketingprocess.SomeTermstoLearn...

StrategicplanLet’sDiscussDescribewhatmighthappenineachofthefollowingstepsinstrategicplanning:MarketingplanDivisionplanBusinessunitstrategicplanPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningImplementationOrganizingImplement-ingMeasuringresultsDiagnosingresultsTakingcorrectiveactionControlPlanning,Implementation,andControlProcessTheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate10x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xDogs873?Questionmarks??21Cashcows6Stars54TheGeneralElectric

ModelDescribemarketattractivenessandbusinessstrength.Whathappenstoacompanyifoneofthesefactorsismissing?WhatwouldbebenefitsoftheGEandtheBCGmodels?Inwhatareasarethemodelsweak?QuickQuizThreeIntensiveGrowthStrategies:Ansoff’sProduct-MarketExpansionGridDiversificationMarketdevelopmentMarketpenetrationProductdevelopmentNewmarketsExistingmarketsExistingproductsNewproductsGoalFormulationMustbestatedquantitativelyMustbehierarchicalMustbeconsistentMustberealisticStrategyFormulationGoodstrategiestothinkabout:overallcostleadership,differentiation,andfocus.Firmsthatdonotproduceclearstrategiesdonotperformwell.Let’sthink--howcouldtheinternetmakestrategyformulationmorechallenging?????Stepsinthe

MarketingProcessDescribeeachstepinthemarketingprocess:

AnalyzingmarketopportunitiesPlanamarketingprogramManagethemarketingeffortDevelopmarketingstrategiesQuickQuizABasicOutlineForAMarketingPlanBusinessmissionstatementObjectivesSituationanalysis:InternalstrengthsandweaknessesExternalenvironmentalopportunitiesandthreatsTargetmarket(s)Marketingmix:Product/servicePlace/DistributionPromotionPriceImplementation,evaluation,andcontrolOrganizationofthe

MarketingDepartmentGeographicorientationFunctionalorganizationProductorbrandorganization?Procter&GambleMarketing-ManagementOrganizationTrueorFalse:Whencustomersfallintodifferentusergroupswithbuyingpreferences,marketmanagementisdesirable.Marketingmanagersarelinemanagers.Marketmanagersmayhavefunctionalspecialistsreportingtothem.TrueFalseTrueQuickQuizGlobalOrganizationGlobalorganizationsExportdepartmentInternationaldivisionFunctionalspecialistsandgeographicunitsEvaluatingandControllingtheMarketingProcessAnnual-plancontrolSetgoalsMonitorperformanceDeterminedeviationsTakecorrectiveactionProfitabilitycontrolIdentifyexpensesMeasureexpensePrepareprofit/lossEvaluatingandControllingtheMarketingProcessStrategiccontrol

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