Corporate and divisions strategic planning

All corporate headquarters undertake four planning activities:

1] Defining the corporate mission
2]Establishing strategic business units.
3]Assigning resources to each SBU.
4] Planning new businesses, downsizing older businesses.

Defining the corporate mission
Good mission statements have three major characteristics.
first, they focus on a limited number of goals.
second, mission, statements stress the major policies and values that the company wants to honor.
Third, they define the major competitive scopes within which the company will operate:
1)Industry scope
2)Products and application scope
3)competence scope
4)market-segment scope
5)vertical scope
6)geographical scope

Establishing strategic business units.
 An SBU has three characteristics:
1] It is a single business or collection of related business that can be planned separately from the rest of the company.
2] It has its own set of competitors.
3]It has a manager who is responsible for strategic planning and profit performance and who controls most of the factors affecting profit.


Assigning resources to each SBU
The Boston consultancy group approach
According to this approach the growth-share matrix is divided into four cells, each indicating a different type of business:
1]question marks
2]stars
3]cash cows
4]dogs.

 Planning new businesses, downsizing older businesses.
planning new business have three options, they are:
1]Intensive growth opportunity.
2]Integrative growth opportunity.
3]Diversification growth opportunity.

Relationship marketing: The key

We need to distinguish five different levels of investment in customer-relationship building:

1]Basic marketing: The salesmen simply sells the product

2]Reactive marketing: The salesmen sells the product and encourages the customer to call if he/she has questions, comments, or complaints.

3]Accountable marketing: The salesperson phones the customer a short time after the sale to check whether the product is meeting expectations.The salesmen also asks the customer for any product or service-improvement suggestions and any specific disappointments.This information helps the company continuously
improve its performance.

4]Proactive marketing:  The company salesperson contacts the customer from time to time with suggestions about improved product uses or helpful new products.

5]Partnership marketing: The company works continuously with the customer to discover ways to perform better.( General Electric has stationed some of its engineers full time at Praxair. Inc to help boost Praxair's productivity)

The nature of high-performance businesses

The nature of high-performance businesses:

1]Stakeholders.:
Set strategies   to satisfy key stakeholders

2]processes:
By improving critical business processes.


3] Resources.
Aligning resources and organization.


4] Organization and organization culture.
managing organization and organization culture very well.

Defining customer value and satisfaction

customer value:

customer delivered value is the difference between total customer value and total customer costs.
Total customer value is the bundle of benefits customer expects from a given product or service.
Total customer cost is the bundle of costs customer expect to incur in evaluating, obtaining,using,and disposing of the product or service.

Customer satisfaction:

Satisfaction is a persons felling of pleasure or disappointment resulting from comparing a products perceived
performance(or outcome) in relation to his or her expectations.

How business and marketing are changing

Company responses and adjustments:

1]re-engineering.
2]outsourcing.
3]E-commerce.
4]Bench-marking.
5]Alliances.
6]Partner-suppliers.
7]Market-centered.
8]Global and local.
9]Decentralized.

Marketer responses and adjustments:

1]Relationship marketing.
2]Customer lifetime value.
3]customer share.
4]Target marketing.
5]Individualization.
6]customer database.
7]Integrated marketing communications.
8]channels as partners.
9]Every employee a marketer.
10]model-based decision making.

Company orientation toward the marketplace

There are five competing concepts under which organizations conduct marketing activities:

1]The production concept.

2]The product concept.

3]The selling concept.

4]The marketing concept.

5]The societal marketing concept.

Core marketing concepts

core marketing concepts:

1]target markets and segmentation

2]marketers and prospects.

3]needs,wants, and demands.

4]product or offering.

5]value and satisfaction.

6]exchange and transaction.

7]relationships and networks.

8]marketing channels.

9]supply chain.

10]competition.

11]marketing environment.

12]marketing mix

    a]price.

    b]product.

    c]place.

    d]promotion.

stages of business through which marketing pass

There are three stages through which marketing practice might pass:

1]Entrepreneurial marketing:
2]formulated marketing:
3]Intrepreneurial marketing:

Defining marketing:

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.

Defining marketing management:

marketing(management) is the process of planning and executing the conception,pricing,promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goods.

Demand states and marketing tasks

The marketing tasks vary with the demand states , there are eight types of demand states they are as follows:

1]negative demand
2]no demand
3]latent demand
4]declining demand
5]irregular demand
6]full demand
7]overfull demand
8]unwholesome demand

The scope of marketing

The scope of marketing
marketing people are involved in marketing 10 types of entities:they are as follows:


1]goods:
2]services:
3]Experiences:
4]events:
5]persons:
6]places:
7]properties:
8]organizations:
9]information:
10]ideas:

There are four different marketplaces, they are as follows:


1]consumer markets.
2]business markets.
3]global markets.
4]non profit and governmental markets.