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Dr. Hurrem Yilmaz Slide 2-2
LINKING MARKETING AND
CORPORATE STRATEGIES
CHAPTER
Dr. Hurrem Yilmaz
THE STRATEGIC MARKETING PROCESS
Slide 2-33
• Engaging in Strategic Marketing Process
• Developing a Marketing Plan
Dr. Hurrem Yilmaz Slide 2-34
The strategic marketing process
Dr. Hurrem Yilmaz
THE STRATEGIC MARKETING PROCESS
Slide 2-35
• Strategic Marketing Process: The Planning Phase
Step 1: Situation (SWOT) Analysis
Dr. Hurrem Yilmaz
THE STRATEGIC MARKETING PROCESS
Slide 2-40
Step 2: Market-Product Focus and Goal Setting
Dr. Hurrem Yilmaz
THE STRATEGIC MARKETING PROCESS
Slide 2-42
Step 3: Marketing Program
Dr. Hurrem Yilmaz Slide 2-43
Elements of the marketing mix
Dr. Hurrem Yilmaz
SETTING STRATEGIC DIRECTIONS
Slide 2-22
• Growth Strategies: Where Do We Want to Go?
The Business Portfolio Analysis(BCG Growth Share Matrix)
Dr. Hurrem Yilmaz
SETTING STRATEGIC DIRECTIONS
Slide 2-23
• Growth Strategies: Where Do We Want to Go?
The Business Portfolio Analysis(BCG Growth Share Matrix)
Dr. Hurrem Yilmaz Slide 2-24
Boston Consulting Group growth-share matrix for a strong, diversified firm
Dr. Hurrem Yilmaz
Diversification Analysis
• Market Penetration
• Market Development
• Product Development
• Diversification
2-11
Growth Strategies: Where Do We Want to Go?
Dr. Hurrem Yilmaz Slide 2-78
The strategic marketing process is an approach whereby an organization
allocates its marketing mix resources to reach its target markets.
The strategic marketing process is an approach whereby an organization
allocates its marketing mix resources to reach its target markets.
Strategic Marketing Process
Dr. Hurrem Yilmaz Slide 2-79
A marketing plan is a road map for the marketing activities of an organization for a specified future period of time,
such as one year or five years.
A marketing plan is a road map for the marketing activities of an organization for a specified future period of time,
such as one year or five years.
Marketing Plan
Dr. Hurrem Yilmaz Slide 2-80
Situation analysis involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in light of the organization’s
plans and the external factors and trends affecting it.
Situation analysis involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in light of the organization’s
plans and the external factors and trends affecting it.
Situation Analysis
Dr. Hurrem Yilmaz Slide 2-81
SWOT analysis is an acronym describing an organization’s appraisal
of its internal strengths and weaknesses and its external opportunities and threats.
SWOT analysis is an acronym describing an organization’s appraisal
of its internal strengths and weaknesses and its external opportunities and threats.
SWOT Analysis
Dr. Hurrem Yilmaz Slide 2-82
Market segmentation is involves considering prospective buyers
in terms of groups or segments thathave common needs and will respond
similarly to a marketing action.
Market segmentation is involves considering prospective buyers
in terms of groups or segments thathave common needs and will respond
similarly to a marketing action.
Market Segmentation
Dr. Hurrem Yilmaz Slide 2-83
Points of difference are those characteristics of a product that make it superior to competitive substitutes.
Points of difference are those characteristics of a product that make it superior to competitive substitutes.
Points of Difference
Dr. Hurrem Yilmaz Slide 2-84
A marketing strategy is the means by which a marketing goal is to be
achieved, usually characterized by a specific target market and a marketing
program to reach it.
A marketing strategy is the means by which a marketing goal is to be
achieved, usually characterized by a specific target market and a marketing
program to reach it.
Marketing Strategy
Dr. Hurrem Yilmaz
Diversification analysis is a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products.
2-19
Diversification Analysis
