Company and Marketing Strategy Partnering to Build Customer Relationships
by Rin Hồ
1. Planning Marketing: Partnering to Build Customer Relationships
1.1. Partnering with Other Company Departments
1.2. Partnering with Others in the Marketing System
2. Marketing Strategy and the Marketing Mix
2.1. Customer-Driven Marketing Strategy
2.1.1. Market Segmentation
2.1.2. Marke Targeting
2.1.3. Differentation
2.1.4. Positioning
2.2. Developing an Integrated Marketing Mix
3. Managing the Marketing Effort
3.1. Marketing Analysis
3.2. Marketing Planning
3.3. Marketing Implementation
3.4. Marketing Control
4. The Boston Consulting Group Appoarch
4.1. Growth-share matrix
4.1.1. Stars
4.1.2. Cash cows
4.1.3. Question marks
4.1.4. Dogs
5. Marketing Department Organization
6. Product/market expansion grid
7. Companywide Strategic Planning: Defining Marketing’s Role
7.1. Defining a Market-Oriented Mission
7.1.1. Focus on customers like broader company strategy
7.2. Designing the Bussiness Portfolio
7.2.1. Analyzing the Current Bussiness Portfolio
7.2.1.1. Portfolio analysis The process by which management evaluates the products and businesses that make up the company.
7.2.2. Problems with Matrix Approaches