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Target marketing:
Selecting one or more segments to
cultivate.
Companywide Strategic
Planning:
Defining Marketings Role
What is Strategy
2-4
2-4
Strategic Planning
Strategic planning is the
process of developing and
maintaining a strategic fit
between the organizations
goals and capabilities and its
changing marketing
opportunities for long run
survival and growth.
2-5
Companywide Strategic
Planning:
Defining Marketings Role
A sound mission begins with the following
questions:
Companywide Strategic
Planning:
Defining Marketings Role
Setting Company Objectives and Goals
Business objectives
Marketing objectives
Business objectives
2-7
2-8
Product
Price
Place
Promotion
2-10
2-11
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versus
The 4 Cs
Customer solution
Customer cost
Convenience
Communication
2-13
STEPLE Analysis
A STEPLE analysis is a
useful tool for understanding
the big picture of the
environment in which an
organization is operating.
Specifically a STEPLE
analysis is a useful tool for
understanding risks
associated with market (the
need for a product or
service) growth or decline,
and as such the position,
potential and direction for an
individual business or
organization.
2-14