CHAPTER 2

LINKING MARKETING AND CORPORATE STRATEGIES

The three levels of strategy: corporate, business unit, and functional.

• Strategy Issues in Organizations

• The Business

• The Mission

• Values and Culture

• Goals or Objectives Profit, Sales revenue, Market share, Unit sales, Quality,

Customer satisfaction, Employee welfare, Social responsibility.

STRATEGY IN ORGANIZATIONS

• A Look Around: Where Are We Now?• Customers

• Competencies Competitive advantage Quality Benchmarking

• Competitors

SETTING STRATEGIC DIRECTION

• Growth Strategies: Where Do We Want to Go?

• The Portfolios of Businesses: Boston Consulting Group (BCG) Analysis

• Market-Product Analysis: Four market-product strategies: alternative ways to expand sales revenues

SETTING STRATEGIC DIRECTION

The strategic marketing process

“SWOT” (Ben & Jerry’s)

Elements of the marketing mix . . . a cohesive marketing program