1. Copyright 2007, Prentice-Hall, Inc. 2-1 Figure 2-1 Steps in Strategic Planning

2. Copyright 2007, Prentice-Hall, Inc. 2-2 The Mission Statement A statement of the organization’s purpose. –What it wants to accomplish in the larger environment. Should be market oriented and defined in terms of customer needs.

3. Copyright 2007, Prentice-Hall, Inc. 2-3 Let’s Talk! Evaluate Microsoft’s new mission against the criteria previously discussed. How does it fare? In 2002 Microsoft’s mission was "To empower people through great software -- any time, any place, and on any device.” The mission statement now reads, "At Microsoft, we work to help people and businesses throughout the world realize their full potential.”

4. Copyright 2007, Prentice-Hall, Inc. 2-4 Strategic Business Units The Symrise company creates ingredients used in flavors, fragrances, and cosmetics. The Flavors Division is structured into SBUs which are responsible for developing the product categories shown at left. Marketing in Action http://www.symrise.com

5. Copyright 2007, Prentice-Hall, Inc. 2-5 Figure 2-2 The BCG Growth-Share Matrix

6. Copyright 2007, Prentice-Hall, Inc. 2-6 Figure 2-3 The Product/Market Expansion Grid

7. Copyright 2007, Prentice-Hall, Inc. 2-7 Figure 2-4 Managing Marketing Strategy and the Marketing Mix

8. Copyright 2007, Prentice-Hall, Inc. 2-8 Target Marketing Jones Soda caters to its niche of 12- to 24-year- olds who “appreciate the brand’s wacky and irrelevant attitude”. Loyal consumers help design product flavors, colors, labels, and brand names. Visit the Web site to learn more. Marketing in Action http://www.jonessoda.com

9. Copyright 2007, Prentice-Hall, Inc. 2-9 Marketing in Action Promoting attributes, benefits, usage situations, or users can help to establish a product’s position in the consumer’s mind. How is the Gelstat Migraine medicine being positioned? Is this ad effective? Positioning

10. Copyright 2007, Prentice-Hall, Inc. 2-10 Figure 2-5 The Four “Ps” of the Marketing Mix

11. Copyright 2007, Prentice-Hall, Inc. 2-11 Let’s Talk! Select either ultimate consumers or businesses as your target market. Explain each element of Visa’s marketing mix – product, price, place, and promotion – in the context of marketing Visa towards your selected target market.

12. Copyright 2007, Prentice-Hall, Inc. 2-12 Figure 2-6 Marketing Analysis, Implementation, Planning, and Control

13. Copyright 2007, Prentice-Hall, Inc. 2-13 Figure 2-7 SWOT Analysis

14. Copyright 2007, Prentice-Hall, Inc. 2-14 Under what circumstances does it make sense to structure the marketing department by combining a product management organizational system with a customer organizational system? Offer an example of a specific manufacturer for which you feel this would be appropriate. Let’s Talk! ?

15. Copyright 2007, Prentice-Hall, Inc. 2-15 Figure 2-8 Return on Marketing