Chapter+2


 * Company & Marketing Strategy: Partnering to Build Customer Relationships **

Each department in a company that carries out value-creating activities can be thought of as a link in the company's value chain.

Examples of value and relationships include some of the following motor vehicle companies. Describe what value and relationships mean to you as a consumer. H.O.G. Cadillac BMW Lexus VW

What is Nike's mission? What are they doing to bring customers together? Nike Plus

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called marketing control.

= Important Terms: =


 * A group of potential customers who might respond in a similar way to a given set of marketing efforts refers to a //market segment//.
 * //Target marketing// is selecting segments of a population of customers to serve.
 * The marketing logic by which a company hopes to achieve profitable customer relationships is a //marketing strategy.//
 * //Strategic planning// involves adapting a firm to take advantage of opportunities in its constantly changing environment.
 * The collection of businesses and products that make up a company is called its //business portfolio.//

SWOT Analysis:

Find 2 companies not listed in your textbook and write both their product-oriented definition and their market-oriented definition. What is a mission statement? What is the mission statement for Seminole State College? Mission Statement

What is the Boston Consulting Group? How do they classify strategic business units (SBUs)? BCG



**Important Terms:**
 * Making more sales to current customers without changing a firm's products is //market penetration//.
 * Marketing ROI (Return On Investment) measures the profits generated by investments in marketing activities.
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">//Downsizing// entails reducing the business portfolio by elimating products that no longer fit the company's overall strategy.
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Diversification is company growth through starting up or acquiring businesses outside the company's current products and markets.