Dr. Hurrem Yilmaz Slide 2-2 LINKING MARKETING AND CORPORATE STRATEGIES C HAPTER

Dr. Hurrem Yilmaz THE STRATEGIC MARKETING PROCESS Slide 2-33 Engaging in Strategic Marketing ProcessEngaging 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 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. 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. 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

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

Dr. Hurrem Yilmaz Slide 2-82 Market segmentation is involves considering prospective buyers in terms of groups or segments that have 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

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. 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 Diversification Analysis