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Market(oriented mission
statement defines the
$usiness in terms of
satisfying $asic
customer needs
Defining a Market-Oriented Mission
We help you organize the
worlds information and
make it universally
accessible and useful.
Chapter 2- slide )
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Co"pany!ide %trategic Planning
Co"pany Product-*riented
+e,inition
#ar$et-*riented
+e,inition
Amazon.com We sell books, videos,
CDs, toys, consumer
electronics and other
products online
We make the Internet
buying experience fast,
easy, and enoyable!
"e#re the place "here
you can find and
discover anything you
"ant to buy online
Disney We run theme parks We create fantasies!
a place "here dreams
come true and America
still "orks the "ay it#s
supposed to
$ike We sell athletic shoes
and apparel
We bring inspiration
and innovation to every
athlete% in the "orld
&% if you have a body,
you are an athlete'
Chapter 2- slide -
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Co"pany!ide %trategic Planning
Setting Company Objectives and Goals
Chapter 2- slide .
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Co"pany!ide %trategic Planning
Te business portfolio is the collection
of $usinesses and products that make
up the company
Portfolio analysis is a ma)or acti#ity in
strategic planning where$y
management e#aluates the products
and $usinesses that make up the
company
Designing te !usiness Portfolio
Chapter 2- slide 9
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Co"pany!ide %trategic Planning
Strategic business unit *SB+, is a unit
of the company that has a separate
mission and o$)ecti#es that can $e
planned separately from other company
$usinesses
Company di#ision
&ime consuming
!pensi#e
0perating control
Strategic control
Marketing Control
Chapter 2- slide &&
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
#easuring and #anaging
1eturn on #ar$eting In2est"ent
(eturn on Marketing *nvestment .Marketing (O*/
(eturn on marketing
investment *Marketing
R0", is the net return from a
marketing in#estment
di#ided $y the costs of the
marketing in#estment1
Marketing R0" pro#ides a
measurement of the profits
generated $y in#estments in
marketing acti#ities1
Chapter 2- slide &'
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
All rights reserved. $o part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or other"ise, "ithout the prior "ritten
permission of the publisher. (rinted in the )nited *tates of America.
Copyright + ,-.- (earson /ducation, Inc. Copyright + ,-.- (earson /ducation, Inc.
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