Professional Documents
Culture Documents
Chapter Questions
How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include?
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Market-sensing process New-offering realization process Customer acquisition process Customer relationship management process Fulfillment management process
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(Re)define the business concept (Re)shaping the business scope (Re)positioning the companys brand identity
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Strategic
Tactical
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Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities
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Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
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Product
We run a railroad
Market
We are a peopleand-goods mover We improve office productivity We supply energy
Columbia Pictures
We make movies
We entertain people
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Customer Groups
Customer Needs
Technology
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Characteristics of SBUs
It is a single business or collection of related businesses It has its own set of competitors It has a leader responsible for strategic planning and profitability
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
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Can the benefits involved in the opportunity be articulated convincingly to a defined target market? Can the target market be located and reached with cost-effective media and trade channels? Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?
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Can the company deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed the companys required threshold for investment?
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Units objectives must be hierarchical Objectives should be quantitative Goals should be realistic Objectives must be consistent
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Differentiation
Focus
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Shared values
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Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
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For Review
How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include?
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