Professors on the Go!

Chapter 2Company and Marketing Strategy:

Partnering to Build Customer Relationships

1. Key ConceptsMarket-oriented mission statementsSetting goals and objectivesDesigning and analyzing a business portfolio

In a small group, discuss whether the following statement from Burton Snowboards North America, manufacturer and marketer of a leading snowboard brand, meets the five criteria of a good mission statement: “Burton Snowboards is a rider-driven company solely dedicated to creating the best snowboarding equipment on the planet.”

Which of the following two terms do you think best describes the process of developing and maintaining a fit between the organization’s goals and capabilities and its changing marketing opportunities: strategic planning or corporate planning. Why?

The BCG growth-share matrix identifies four classifications of SBUs: Stars, Cash Cows, Question Marks, and Dogs. Briefly discuss why management may find it difficult to dispose of a “Question Mark.”

2. Key ConceptsMarket segmentation, target marketing and market positioningThe 4 Ps of marketing

Discuss each of the three steps that a company must perform in choosing the best market segments and designing strategies to maximize profitability in selected segments.

Sears and Bloomingdale’s are two department stores. Visit their Web sites (www.sears.com and www.bloomingdales.com) to familiarize yourself with each. Who do you think each is targeting? How might they be trying to position themselves in the marketplace?

Do you think that the “4 Ps” marketing mix framework does an adequate job of describing marketer responsibilities in preparing and managing marketing programs? Why? Do you see any issues with this framework in relation to service products?

Why would a focus on the 4 Cs be more important than the 4 Ps?

2