Chapter 2

Company and Marketing Strategy: Partnering to build

customer engagement, value, and relationships

1. Company-Wide Strategic Planning: Defining Marketing’s Role

(Explain company-wide strategic
planning and its four steps)
Strategic planning: The process of developing and maintaining a strategic fit between
the organization’s goals and capabilities and its changing marketing opportunities.

Defining a Market-Oriented Mission

Forging a sound mission begins with the following questions: What is our
business? Who is the customer? What do consumers value? What should our
business be?

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 Mission statement (sứ mệnh của công ty): A statement of the organization’s
purpose—what it wants to accomplish in the larger environment.
Mission statements should be market oriented and defined in terms of satisfying
basic customer needs.

Setting company objectives and goals

The company needs to turn its broad mission into detailed supporting objectives for
each level of management. Each manager should have objectives and be
responsible for reaching them.

2. Designing the Business Portfolio (Discuss how to design

business portfolios and develop growth strategies)

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 Business portfolio: The collection of businesses and products that make up the
company
Business portfolio planning involves two steps. First, the company must analyze its
current business portfolio and determine which businesses should receive more, less,
or no investment. Second, it must shape the future portfolio by developing strategies for
growth and downsizing

Analyzing the Current Business Portfolio

The major activity in strategic planning is business portfolio analysis (The process
by which management evaluates the products and businesses that make up the
company)
Management’s first step is to identify the key businesses that make up the
company, called strategic business units (SBUs)

Most standard portfolio analysis methods evaluate SBUs on two important

dimensions: the attractiveness of the SBU’s market or industry and the strength of
the SBU’s position in that market or industry

The Boston Consulting Group Approach (ma trận BCG, chiến lược kinh doanh
của được xây dựng bởi nhóm nghiên cứu Boston BCG)
Growth-share matrix: A portfolio-planning method that evaluates a company’s
SBUs in terms of market growth rate and relative market share.

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 Developing Strategies for Growth and Downsizing

Product/market expansion grid: A portfolio-planning tool for identifying company

growth opportunities through
market penetration, market development, product development, or diversification.

Market penetration: Company growth by increasing sales of current products to

current market segments without changing the product.
Market development: Company growth by identifying and developing new market
segments for current company products.
Product development: Company growth by offering modified or new products to
current market segments.
Diversification: Company growth through starting up or acquiring businesses
outside the company’s current products and markets.

3. Planning Marketing: Partnering to Build Customer Relationships

(explain marketing’s role in strategic
planning and how marketing works with its partners to create and
deliver customer value)
Partnering with Other Company Departments

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 Value chain (chuỗi giá trị): The series of internal departments that carry out value-
creating activities to design, produce, market, deliver, and support a firm’s products.

One marketing expert puts it this way: “Engaging customers today requires
commitment from the entire company. We’re all marketers now.”

Partnering with Others in the Marketing System

Value delivery network: A network composed of the company, suppliers, distributors,

and, ultimately, customers who partner with each other to improve the performance
of the entire system in delivering customer value.

4. Marketing Strategy and the Marketing Mix (Describe the

elements of a customer value–driven marketing strategy and mix
and the forces that influence them)
Marketing strategy: The marketing logic by which the company hopes to create
customer value and achieve profitable customer
relationships.

Customer Value - Driven Marketing Strategy

STDP:

Segmentation

Targeting

Differentiation

Positioning

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 Developing an Integrated Marketing Mix

Marketing mix: The set of tactical marketing tools - product, price, place, and
promotion - that the firm blends to produce the response it wants in the target
market.

Marketing Mix – 4Ps:

Product

Price

Promotion

Place

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 5. Managing the Marketing Effort and Marketing Return on
Investment (List the marketing management
functions, including the elements of a marketing plan, and discuss
the importance of measuring and managing marketing return on
investment)
Managing the Marketing Effort:
Managing the marketing process requires the five marketing management
functions: analysis, planning, implementation, organization, and control.

Marketing analysis
SWOT analysis:

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 Marketing Planning

Marketing planning involves choosing marketing strategies that will help the
company attain its overall strategic objectives.

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 Marketing Implementation
Marketing implementation: the process that turn marketing strategies and plans
into marketing actions to accomplish strategic marketing objectives. Whereas
marketing planning addresses the what and why of marketing activities,
implementation addresses the who, where, when, and how.

Marketing department organization

Marketing control

Marketing control: Measuring and evaluating the results of marketing

strategies and plans and taking corrective action to ensure that the objectives
are achieved.

Marketing control involves 4 steps: set specific marketing goals - measure its
performance in the marketplace - evaluate the causes of any differences
between expected and actual performance - take corrective action to close the
gaps
between goals and performance

Measuring and Managing Marketing Return on Investment

Marketing return on investment (marketing ROI): The net return from a marketing
investment divided by the costs of the marketing investment.

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