CHAPTER 3 Company and Marketing Strategy Partnering to

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CHAPTER 3 Company and Marketing Strategy Partnering to Build Customer Relationships

CHAPTER 3 Company and Marketing Strategy Partnering to Build Customer Relationships

Strategic Planning ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻭﺍﻟﺘﺨﻄﻴﻂ A fit( )ﺗﻨﺎﺳﺐ between( )ﺑﻴﻦ marketing opportunities( )ﻓﺮﺻﺔ and organizational

Strategic Planning ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻭﺍﻟﺘﺨﻄﻴﻂ A fit( )ﺗﻨﺎﺳﺐ between( )ﺑﻴﻦ marketing opportunities( )ﻓﺮﺻﺔ and organizational goals and capabilities( )ﻗﺪﺭﺓ Marketing opportunities Organizational capabilities and goals

Companywide Strategic Planning ﻭﺍﺳﻌﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﺍﻟﺘﺨﻄﻴﻂ ﺷﺮﻛﺔ A) At Corporate Level ( ﻣﺴﺘﻮﻯ )ﺍﻟﺸﺮﻛﺎﺕ

Companywide Strategic Planning ﻭﺍﺳﻌﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﺍﻟﺘﺨﻄﻴﻂ ﺷﺮﻛﺔ A) At Corporate Level ( ﻣﺴﺘﻮﻯ )ﺍﻟﺸﺮﻛﺎﺕ 1. Define the Company Mission. ﻣﻬﻤﺔ ﺷﺮﻛﺔ 2. Setting( )ﺿﺒﻂ company objectives and goals 3. Designing( )ﺗﺼﻤﻴﻢ the business portfolio( ﺍﻷﻌﻤﺎﻝ )ﻣﺤﻔﻈﺔ. B) At business unit( ﺍﻷﻌﻤﺎﻝ )ﻭﺣﺪﺓ , product ( )ﺍﻟﻤﻨﺘﺞ and market level( )ﻣﺴﺘﻮﻯ A)1. Planning marketing( ﻭﺍﻟﺘﺴﻮﻳﻖ )ﺍﻟﺘﺨﻄﻴﻂ and other( )آﺨﺮ functional strategies( ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ )ﻭﻇﻴﻔﻴﺔ.

Setting( )ﺿﺒﻂ Company Objectives and Goals What Marketing Objectives? Build profitable business relationships ﻣﺮﺑﺤﺔ

Setting( )ﺿﺒﻂ Company Objectives and Goals What Marketing Objectives? Build profitable business relationships ﻣﺮﺑﺤﺔ ﺗﺠﺎﺭﻳﺔ ﻋﻼﻗﺎﺕ ﺑﻨﺎﺀ Marketing Objective? ﺍﻟﺘﺴﻮﻳﻖ؟ ﻫﺪﻑ

Designing the Business Portfolio ﺍﻷﻌﻤﺎﻝ ﺣﺎﻓﻈﺔ ﺗﺼﻤﻴﻢ The Business Portfolio( ﺣﻘﻴﺒﺔ )ﻋﻤﻞ is the

Designing the Business Portfolio ﺍﻷﻌﻤﺎﻝ ﺣﺎﻓﻈﺔ ﺗﺼﻤﻴﻢ The Business Portfolio( ﺣﻘﻴﺒﺔ )ﻋﻤﻞ is the collection( )ﺟﻤﻊ of businesses and Products( )ﺍﻟﻤﻨﺘﺞ that make up the Company.

Customer Driven Marketing Strategy ﻣﺪﻓﻮﻋﺔ ﺍﻟﻌﻤﻼﺀ ﺍﻟﺘﺴﻮﻳﻖ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ Market segmentation( ﺍﻟﺘﺠﺰﺋﺔ )ﺳﻮﻕ is the

Customer Driven Marketing Strategy ﻣﺪﻓﻮﻋﺔ ﺍﻟﻌﻤﻼﺀ ﺍﻟﺘﺴﻮﻳﻖ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ Market segmentation( ﺍﻟﺘﺠﺰﺋﺔ )ﺳﻮﻕ is the process( )ﻋﻤﻠﻴﺔ of dividing( )ﺍﻟﻔﺎﺻﻞ a market into distinct groups( ﻣﺘﻤﻴﺰﺓ )ﻣﺠﻤﻮﻋﺔ of buyers who have different needs, characteristics( )ﺍﻟﺨﺼﺎﺋﺺ , or behaviors( )ﺳﻠﻮﻙ , and who might( )ﻗﺪ require( )ﺗﻄﻠﺐ Separate( )ﻣﺴﺘﻘﻞ products or marketing programs( )ﺍﻟﺒﺮﺍﻣﺞ

Customer Driven Marketing Strategy Market targeting ﺍﻟﻤﺴﺘﻬﺪﻑ ﺍﻟﺴﻮﻕ Involves( )ﺗﻨﻄﻮﻱ evaluating( )ﺗﻘﻴﻴﻢ each( )ﻛﻞ

Customer Driven Marketing Strategy Market targeting ﺍﻟﻤﺴﺘﻬﺪﻑ ﺍﻟﺴﻮﻕ Involves( )ﺗﻨﻄﻮﻱ evaluating( )ﺗﻘﻴﻴﻢ each( )ﻛﻞ market segment’s( )ﻗﻄﻌﺔ Attractiveness( )ﺟﺎﺫﺑﻴﺔ and selecting( )ﺣﺪﺩ one or more to enter( )ﺃﺪﺧﻞ

Customer Driven Marketing Strategy Positioning is arranging( )ﺗﺮﺗﻴﺐ for a product to occupy( )ﺍﺣﺘﻼﻝ

Customer Driven Marketing Strategy Positioning is arranging( )ﺗﺮﺗﻴﺐ for a product to occupy( )ﺍﺣﺘﻼﻝ a clear distinctive, ( ﻣﻤﻴﺰ )ﻭﺍﺿﺢ and desirable( ﻓﻴﻪ )ﻣﺮﻏﻮﺏ place relative( )ﻧﺴﺒﻲ to competing ( )ﺍﻟﻤﻨﺎﻓﺴﺔ products in the minds( )ﺫﺍﻛﺮﺓ of the customer.

What is a Marketing Mix The marketing mix is the set( )ﺿﺒﻂ of controllable(

What is a Marketing Mix The marketing mix is the set( )ﺿﺒﻂ of controllable( ﻋﻠﻴﻬﺎ ﺍﻟﺴﻴﻄﺮﺓ )ﻳﻤﻜﻦ , tactical( )ﺗﻜﺘﻴﻜﻲ marketing tools( )ﺃﺪﺍﺓ that the firm blends( )ﻣﺰﻳﺞ to produce( )ﻹﻧﺘﺎﺝ the response ( )ﺍﺳﺘﺠﺎﺑﺔ it wants( )ﻳﺮﻳﺪ in the target market( ﺍﻟﻤﺴﺘﻬﺪﻓﺔ ﺍﻟﺴﻮﻕ . ) It is of four types: • • Product Price Place Promotion

Marketing Planning ﺍﻟﺘﺴﻮﻳﻖ ﺗﺨﻄﻴﻂ Elements of a Marketing Plan ﻣﻦ ﺍﻟﺘﺴﻮﻳﻖ ﻋﻨﺎﺻﺮ ﺧﻄﺔ Executive

Marketing Planning ﺍﻟﺘﺴﻮﻳﻖ ﺗﺨﻄﻴﻂ Elements of a Marketing Plan ﻣﻦ ﺍﻟﺘﺴﻮﻳﻖ ﻋﻨﺎﺻﺮ ﺧﻄﺔ Executive summary ﺗﻨﻔﻴﺬﻳﺔ ﺧﻄﺔ Current marketing situation ﻟﻠﺘﺴﻮﻳﻖ ﺍﻟﺮﺍﻫﻦ ﺍﻟﻮﺿﻊ Threats and opportunity analysis ﻓﺮﺻﺔ ﻭﺍﻟﺘﺤﻠﻴﻞ ﺗﻬﺪﻳﺪ Objectives and issues ﻭﺍﻟﻘﻀﺎﻳﺎ ﻷﻬﺪﺍﻑ Marketing strategy Action programs ﻋﻤﻞ ﺑﺮﻧﺎﻣﺞ Budgets ﻣﻴﺰﺍﻧﻴﺔ Controls ﺍﻟﺴﻴﻄﺮﺓ

Marketing Control ﻣﺮﺍﻗﺒﺔ ﺍﻟﺘﺴﻮﻳﻖ 1. Set marketing goals ﺍﻟﺘﺴﻮﻳﻖ ﻫﺪﻑ ﻭﺿﻊ 2. Measures performance

Marketing Control ﻣﺮﺍﻗﺒﺔ ﺍﻟﺘﺴﻮﻳﻖ 1. Set marketing goals ﺍﻟﺘﺴﻮﻳﻖ ﻫﺪﻑ ﻭﺿﻊ 2. Measures performance ﺍﻷﺪﺍﺀ ﻣﻘﺎﻳﻴﺲ 3. Evaluates causes of differences ﺍﻻﺧﺘﻼﻑ ﺃﺴﺒﺎﺏ ﺗﻘﻴﻴﻢ 4. Take corrective actions ﺗﺼﺤﻴﺤﻴﺔ ﺇﺟﺮﺍﺀﺍﺕ ﺍﺗﺨﺎﺫ Set marketing goals Measures performance Evaluates causes of differences Take corrective actions

Measuring and Managing Return on Marketing Investment ROI(Return ﻋﻮﺩﺓ on ﻓﻲ Investment )ﺍﺳﺘﺜﻤﺎﺭ measures(

Measuring and Managing Return on Marketing Investment ROI(Return ﻋﻮﺩﺓ on ﻓﻲ Investment )ﺍﺳﺘﺜﻤﺎﺭ measures( )ﻗﻴﺎﺱ the profits ﺭﺑﺢ generated( )ﻭﻟﺪﺕ by investments( ﺍﻻﺳﺘﺜﻤﺎﺭ ﻃﺮﻳﻖ )ﻋﻦ in marketing activities( )ﻧﺸﺎﻁ.

MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING

MAIN BOOK Title: Principles of Marketing Author(s): Philip Kotler and Gary Armstrong ADDITIONAL READING Books Title: Marketing Management (Analysis, Planning. Implementation and Control Author(s): Philip Kotler Edition/Year: Eighth / 2006 Title: Strategic Marketing Author(s): David W. Cravens & Nigel F. Piercy Edition/Year: Tenth / 2006