Professional Documents
Culture Documents
Chapter 02
Chapter 02
Chapter 2- slide 2
Chapter 2- slide 3
Chapter 2- slide 4
Build profitable
customer
relationships
Invest in
research
Improve profits
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Marketing
objectives
Increase
market share
Create local
partnerships
Increase
promotion
Chapter 2- slide 5
Chapter 2- slide 6
Chapter 2- slide 7
Chapter 2- slide 8
Chapter 2- slide 9
Chapter 2- slide 10
Chapter 2- slide 11
Market
penetration
Product
development
Market
development
Diversification
Chapter 2- slide 12
Chapter 2- slide 13
Chapter 2- slide 14
Chapter 2- slide 15
Chapter 2- slide 16
Planning Marketing
Partnering to Build Customer Relationships
Chapter 2- slide 17
Planning Marketing
Partnering to Build Customer Relationships
Chapter 2- slide 18
Chapter 2- slide 19
Chapter 2- slide 20
Chapter 2- slide 21
Chapter 2- slide 22
Chapter 2- slide 23
Chapter 2- slide 24
Chapter 2- slide 25
Chapter 2- slide 26
Executive
summary
Marketing
situation
Threats and
opportunities
Objective
and issues
Marketing
strategy
Action
programs
Budgets
Controls
Chapter 2- slide 27
Chapter 2- slide 28
Chapter 2- slide 29
Chapter 2- slide 30
Chapter 2- slide 31
Chapter 2- slide 32