Kotler Pom16e Inppt 02

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  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 , which guides marketing strategy and planning. Next, we discuss how, guided by the strategic plan, marketers partner closely with others inside and outside the firm to create value for 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 the important step of measuring and managing return on marketing investment (marketing ROI).1  Nike has mastered social networking, both online and off, creating deep engagement and community among customers. Its Nike+ and FuelBand apps and technologies have made Nike a part of the daily fitness routines of millions of customers around the world.2  3 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. 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.  4 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. 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.
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