Download CH 2 2014

CHAPTER
LINKING
MARKETING AND
CORPORATE
STRATEGIES
Dr. Hurrem Yilmaz
Slide 2-2
THE STRATEGIC MARKETING
PROCESS
• Engaging in Strategic Marketing
Process
• Developing a Marketing Plan
Dr. Hurrem Yilmaz
Slide 2-33
The strategic marketing process
Dr. Hurrem Yilmaz
Slide 2-34
THE STRATEGIC MARKETING
PROCESS
• Strategic Marketing Process:
The Planning Phase
 Step 1: Situation (SWOT) Analysis
Dr. Hurrem Yilmaz
Slide 2-35
THE STRATEGIC MARKETING
PROCESS
 Step 2: Market-Product Focus and Goal Setting
Dr. Hurrem Yilmaz
Slide 2-40
THE STRATEGIC MARKETING
PROCESS
 Step 3: Marketing Program
Dr. Hurrem Yilmaz
Slide 2-42
Elements of the marketing mix
Dr. Hurrem Yilmaz
Slide 2-43
SETTING STRATEGIC DIRECTIONS
• Growth Strategies: Where Do We
Want to Go?
 The Business Portfolio Analysis
(BCG Growth Share Matrix)
Dr. Hurrem Yilmaz
Slide 2-22
SETTING STRATEGIC DIRECTIONS
• Growth Strategies: Where Do We
Want to Go?
 The Business Portfolio Analysis
(BCG Growth Share Matrix)
Dr. Hurrem Yilmaz
Slide 2-23
Boston Consulting Group growth-share
matrix for a strong, diversified firm
Dr. Hurrem Yilmaz
Slide 2-24
Growth Strategies: Where Do We Want to Go?

Diversification Analysis
• Market Penetration
• Market Development
• Product Development
• Diversification
Dr. Hurrem Yilmaz
2-11
Strategic Marketing Process
The strategic marketing process is an
approach whereby an organization
allocates its marketing mix resources
to reach its target markets.
Dr. Hurrem Yilmaz
Slide 2-78
Marketing Plan
A marketing plan is a road map for the
marketing activities of an organization
for a specified future period of time,
such as one year or five years.
Dr. Hurrem Yilmaz
Slide 2-79
Situation Analysis
Situation analysis involves taking stock
of where the firm or product has been
recently, where it is now, and where it
is headed in light of the organization’s
plans and the external factors and
trends affecting it.
Dr. Hurrem Yilmaz
Slide 2-80
SWOT Analysis
SWOT analysis is an acronym
describing an organization’s appraisal
of its internal strengths and
weaknesses and its external
opportunities and threats.
Dr. Hurrem Yilmaz
Slide 2-81
Market Segmentation
Market segmentation is involves
considering prospective buyers
in terms of groups or segments that
have common needs and will respond
similarly to a marketing action.
Dr. Hurrem Yilmaz
Slide 2-82
Points of Difference
Points of difference are those
characteristics of a product that make
it superior to competitive substitutes.
Dr. Hurrem Yilmaz
Slide 2-83
Marketing Strategy
A marketing strategy is the means by
which a marketing goal is to be
achieved, usually characterized by a
specific target market and a marketing
program to reach it.
Dr. Hurrem Yilmaz
Slide 2-84
Diversification Analysis
Diversification analysis is a technique
that helps a firm search for growth
opportunities from among current and
new markets as well as current and
new products.
Dr. Hurrem Yilmaz
2-19