1. CHAPTER 2 LINKING MARKETING AND CORPORATE STRATEGIES

2. The three levels of strategy: corporate, business unit, and functional.

3. Strategy Issues in Organizations The Business The Mission Values and Culture Goals or Objectives  Profit, Sales revenue, Market share, Unit sales, Quality, Customer satisfaction, Employee welfare, Social responsibility. STRATEGY IN ORGANIZATIONS

4. A Look Around: Where Are We Now? Customers Competencies  Competitive advantage  Quality  Benchmarking Competitors SETTING STRATEGIC DIRECTION

5. Growth Strategies: Where Do We Want to Go? The Portfolios of Businesses: Boston Consulting Group (BCG) Analysis Market-Product Analysis: Four market-product strategies: alternative ways to expand sales revenues SETTING STRATEGIC DIRECTION

6. The strategic marketing process

7. “SWOT” (Ben & Jerry’s)

8. Elements of the marketing mix... a cohesive marketing program