CHAPTER 2:

MARKETING
ROLES
MARGARETTE B. SOBERANO
 2

WHAT IS MARKETING
PLANNING?
Marketing planning- it involve
several organizational behavior.
 “
3

○ Defining a market- oriented mission

○ Mission statement
○ Vision Statement
 4

The BCG Growth-share

Matrix
 5

The Product/
Market
Expansion
grid
Marketing strategy
and the marketing
mix.
 7

Marketing ○ the marketing logic by which

Strategy
the business unit hopes to
create customer value and
achieve profitable customer
relationships.
 8

○ dividing a market into

Marketing distinct groups of buyers
segment who have different needs.
Characteristics or behaviours
and who might require
separate products or
marketing programs.
 9

Market
targeting the process of
evaluating each
market segment’s
attractiveness and
selecting one or more
segment to enter.
 10

Positioning
○ arranging for a product to occupy a
clear, distinctive and desirable place
relative to competing products in the
minds of target consumer.
 11

Differentiations
○ actually differentiating the market offering to
create superior customer value.
 12

Strength
SWOT Weaknesses
ANALYSIS
Opportunities
Threats
 13

Thanks you!