Kotler and Armstrong Chapter 2: Company and Marketing Strategy
Principles of Marketing Global Edition
Kotler and Armstrong
Chapter 2:
Company and Marketing Strategy
Partnering to Build Customer Engagement, Value, and Relationships
Copyright ? 2016 Pearson Education, Inc.
2-1
Company and Marketing Strategy
Nike's outstanding success results from much more than just making good sports gear. The iconic company's strategy is to build engagement and a sense of community with and between the Nike brand and its customers.
Copyright ? 2016 Pearson Education, Inc.
2-2
Company and Marketing Strategy
Learning Objectives
? Objective 1: Explain company-wide strategic planning and its four steps.
? Objective 2: Discuss how to design business portfolios and develop growth strategies.
? Objective 3: Explain marketing's role in strategic planning and how marketing works with its partners to create and deliver customer value.
Copyright ? 2016 Pearson Education, Inc.
2-3
Company and Marketing Strategy
Learning Objectives
?Objective 4: Describe the elements of a customer value-driven marketing strategy and mix, and the forces that influence it.
?Objective 5: List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment.
Copyright ? 2016 Pearson Education, Inc.
2-4
Company and Marketing Strategy
Learning Objective 1
?Explain company-wide strategic planning and its four steps.
Company-Wide Strategic Planning: Defining Marketing's Role
Copyright ? 2016 Pearson Education, Inc.
2-5
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