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  Principles of Marketing Kotler and Armstrong Insert Textbook Cover Image Chapter 2: Company and Marketing trategy Partnering to Build Customer Engagement, Value, and Relationships Copyright © 2016 Pearson Education, Inc2!1  Company and Marketing trategy "i#e$s outstanding success results %rom much more than &ust ma#ing good sports gear 'he iconic company$s strategy is to (uild engagement and a sense o% community )ith and (et)een the "i#e (rand and 2!2Copyright © 2016 Pearson Education, Inc  Company and Marketing trategy !earning "b#ectives • "b#ective $: E*plain company!)ide strategic planning and its %our steps • "b#ective 2: +iscuss ho) to design (usiness port%olios and deelop gro)th strategies • "b#ective %: E*plain mar#eting$s role in strategic planning and ho) mar#eting )or#s )ith its artners to create and delier Copyright © 2016 Pearson Education, Inc2!-  Company and Marketing trategy !earning "b#ectives • "b#ective &: +escri(e the elements o% a customer alue!drien mar#eting strategy and mi*, and the %orces that in.uence it • "b#ective ': /ist the mar#eting management %unctions, including the elements o% a mar#eting plan, and discuss the importance o% measuring Copyright © 2016 Pearson Education, Inc2!   trategy !earning "b#ective $ • E*plain company!)ide strategic planning and its %our stepsCompany!ide trategic Planning3 +e4ning 5ar#eting$s Role Copyright © 2016 Pearson Education, Inc  2!
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