Beruflich Dokumente
Kultur Dokumente
Chapter 2
Company and Marketing Strategy
Partnering to Build Customer
Relationships
PEARSON
Objective Outline
Companywide Strategic Planning: Defining
Marketings Role
1 Explain company-wide strategic planning and its four
steps.
Marketing Strategy:
It outlines how the Marketi
Marketi
company intends to ng
ng
strategy
strategy
create value for target
customers in order to
capture value in return.
Marketing Implementation
Marketing implementation is the process that turns mar
keting plans into marketing actions to accomplish strategi
c marketing objectives.
Whereas marketing planning addresses:
what
Many managers think that doing things right (implementation)
why
is as important as, or even more important than, dong the right
things(strategy). who
where
when
how
Marketing Department Organization
Marketing Control
Marketing control is the measuring and evaluating the r
esults of marketing strategies and plans and taking correct
ive action to ensure that the objectives are achieved.
Four steps of
marketing
control:
Measuring and Managing Return on Mark
eting Investment
Return on marketing investment (or marketing ROI) i
s the net return from a marketing investment divided by t
he costs of the marketing investment.
It measures the profits generated by investments in marke
ting activities.
Many companies are assembling such measures into mark
eting dashboards meaningful sets of marketing perform
ance measures in a single display used to monitor strategi
c marketing performance.
Measuring and Managing Return on Mark
eting Investment
The End