CHAPTER TWO

1
CHAPTER TWO

• Strategy and Ethical Behavior

2
Objectives

• Differentiate marketing strategy tactics
• Discuss corporate, SBU, operational marketing
  planning
• Understand organizational missions
• Introduce total quality management
• Discuss demarketing
• Explain market/product matrices
• Identify stages of the strategic marketing
  process
• Describe marketing objectives plans
• Introduce positioning
• Discuss ethics social responsibility

3
Marketing ManagementKey Terms
Process
Planning
Goals Objectives
Effective Efficient
Activities
Executing
Controlling
4
Marketing Strategy
Strategies
5
What is a Marketing Strategy?

• A Marketing Strategy consists of a plan
  identifying what basic goals and objectives will
  be pursued and how they will be achieved in the
  time available. A strategy entails commitments
  to certain courses of action and allocation of
  the resources necessary to achieve the
  identified goals.

6
Planning A Framework for the Future
7
Levels of Management in Planning
8
Planning A Framework for the Future
9
Top Management Mission Statement

• Key Questions
• What business are we in?
• How do we organize our business?
• What are long term organizational goals?

• Key Goals
• Provides direction for the entire direction
• Supports a consumer-oriented perspective
• Includes a statement of ethical credo

10
Middle Management SBUs

• A SBU is organized around some meaningful common
  element such as.

SBU
11
Market/Product Matrix
Diversification
12
The Strategic Marketing Process
1. Identify and evaluate opportunities
13
The Strategic Marketing Process
5. Execute the plan
14
Stage One Identifying and Evaluating
Opportunities

• Environmental change
• Situation analysis
• Environmental scanning and monitoring
• S.W.O.T. analysis
• Organization opportunities matching

15
Stage Two Analyzing Market Segments Selecting
Target Markets
16
Stage Three Market Positioning and Marketing Mix
strategy

• Positioning
• Developing marketing mix

17
Stage Four Preparing a Formal Marketing Plan
18
Stage Six Controlling Efforts and Evaluating
Results

• Supervision
• Benchmarks
• Adjustment

19
Managerial Ethics Socially Responsible Behavior
20
Managerial Ethics Socially Responsible Behavior
ID Clarify Dilemma
Gather Facts
Double- Check
Act
Decide
List All Options
Test Options
21
Review

• Differentiate marketing strategy tactics
• Discuss corporate, SBU, operational marketing
  planning
• Understand organizational missions
• Introduce total quality management
• Discuss demarketing
• Explain market/product matrices
• Identify stages of the strategic marketing
  process
• Describe marketing objectives plans
• Introduce positioning
• Discuss ethics social responsibility