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Figure 2-1
Steps in Strategic Planning
Copyright 2007, Prentice-Hall, Inc.
The Mission Statement
• A statement of the
– What it wants to
accomplish in the
larger environment.
• Should be market
oriented and defined
in terms of
customer needs.
Copyright 2007, Prentice-Hall, Inc.
Let’s Talk!
The mission statement now
In 2002 Microsoft’s
reads, "At Microsoft, we
mission was "To
work to help people and
empower people
businesses throughout the
through great
world realize their full
software -- any
time, any place,
and on
any Microsoft’s new mission against
device.” the criteria previously discussed.
How does it fare?
Copyright 2007, Prentice-Hall, Inc.
Marketing in Action
Strategic Business Units
The Symrise company
creates ingredients used
in flavors, fragrances,
and cosmetics.
The Flavors Division is
structured into SBUs
which are responsible
for developing the
product categories
shown at left.
Copyright 2007, Prentice-Hall, Inc.
Figure 2-2
The BCG Growth-Share Matrix
Copyright 2007, Prentice-Hall, Inc.
Figure 2-3
The Product/Market Expansion Grid
Copyright 2007, Prentice-Hall, Inc.
Figure 2-4
Managing Marketing Strategy
and the Marketing Mix
Copyright 2007, Prentice-Hall, Inc.
Marketing in Action
Target Marketing
Jones Soda caters to its
niche of 12- to 24-yearolds who “appreciate the
brand’s wacky and
irrelevant attitude”.
Loyal consumers help
design product flavors,
colors, labels, and brand
names. Visit the Web site
to learn more.
Copyright 2007, Prentice-Hall, Inc.
Marketing in Action
Promoting attributes,
benefits, usage
situations, or users
can help to establish a
product’s position in
the consumer’s mind.
How is the Gelstat
Migraine medicine
being positioned?
Is this ad effective?
Copyright 2007, Prentice-Hall, Inc.
Figure 2-5
The Four “Ps” of the Marketing Mix
Copyright 2007, Prentice-Hall, Inc.
Let’s Talk!
Select either ultimate
consumers or businesses
as your target market.
Explain each element of
Visa’s marketing mix –
product, price, place, and
promotion – in the context
of marketing Visa towards
your selected target
Copyright 2007, Prentice-Hall, Inc.
Figure 2-6
Marketing Analysis, Implementation,
Planning, and Control
Copyright 2007, Prentice-Hall, Inc.
Figure 2-7
SWOT Analysis
Copyright 2007, Prentice-Hall, Inc.
Let’s Talk!
Under what circumstances
does it make sense to structure
the marketing department by
combining a product
management organizational
system with a customer
organizational system?
Offer an example of a specific
manufacturer for which you
feel this would be appropriate.
Copyright 2007, Prentice-Hall, Inc.
Figure 2-8
Return on Marketing
Copyright 2007, Prentice-Hall, Inc.