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Company and Marketing Strategy: Partnering to Build Customer Value and Relationships

In: Business and Management

Submitted By daniyatm
Words 9199
Pages 37


1. Explain company-wide strategic planning and its four steps.

2. Discuss how to design business portfolios and develop growth strategies.

3. Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.

4. Describe the elements of a customer-driven marketing strategy and mix and the forces that influence it.

5. List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment.



In this chapter, we dig deeper into steps two and three of the marketing process—designing customer-driven marketing strategies and constructing marketing programs.

First, we look at the organization’s overall strategic planning.

Next, we discuss how marketers partner closely with others inside and outside the firm to serve customers.

We then examine marketing strategy and planning—how marketers choose target markets, position their market offerings, develop a marketing mix, and manage their marketing programs.

Finally, we look at measuring and managing return on marketing investment.



Nike’s Customer-Driven Marketing: Building Brand Engagement and Community

The Nike “swoosh” is everywhere!

Early on, to build image and market share, Nike lavishly outspent competitors on big-name endorsements, splashy promotional events, and big-budget, in-your-face “Just Do It” ads.

Competitors stressed technical performance; Nike built customer relationships.

In the late 1990s, Nike stumbled, and its sales slipped. Looking back, Nike’s biggest obstacle may have been its own...

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