MarketingManagement.pdf

18 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY See Regis McKenna, Relationship Marketing(Reading, MA: Addison-Wesley, 1991); Ma ...

H ow do companies compete in a global marketplace? One part of the answer is a commitment to creating and retaining satisfied cu ...

Organizing Implementing Diagnosing results Corporate planning Planning Implementing Controlling Measuring results Taking correct ...

Corporate and Division Strategic Planning 41 A well-worked-out mission statement provides employees with a shared sense of purpo ...

42 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL definition would be “We make copying equipment,” wh ...

Corporate and Division Strategic Planning 43 dogs or question marks or too few stars and cash cows. The next task is to determin ...

Medium BUSINESS STRENGTH (a) Classification Strong Weak Joints Aerospace fittings Fuel pumps Relief valves 5.00 3.67 2.33 1.00 1 ...

Corporate and Division Strategic Planning 45 new technologies, economic events, and so on. Again, the purpose is to see where SB ...

46 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL Of course, companies must not only develop new busi ...

Business Strategic Planning 47 ness strengths not only match the key success requirements for operating in the target market, bu ...

48 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL share. Firms pursuing this strategy must be good at ...

The Marketing Process 49 Feedback and Control As it implements its strategy, the firm needs to track the results and monitor new ...

50 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL ing. In the second phase, providing the value, mark ...

The Marketing Process 51 decision is how to divide the total marketing budget among the various tools in the marketing mix: prod ...

52 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL ➤ Marketing strategy:This section explains the broa ...

Managing The Marketing Process 53 with the other functions for budget and status. Therefore, the marketing vice presi- dent cons ...

54 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL management is essentially product-driven, which is ...

Managing The Marketing Process 55 might be transferred to head divisional marketing departments. As divisions become strong in t ...

56 CHAPTER3WINNINGMARKETSTHROUGHSTRATEGICPLANNING, IMPLEMENTATION,ANDCONTROL Bonoma identified four sets of skills for implement ...

Managing The Marketing Process 57 of total market sales. Served market share is its sales expressed as a percentage of the total ...