Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
CHAPTER 3
BUILDING RELATIONSHIPS
THROUGH STRATEGIC
PLANNING
LEARNING OBJECTIVES
Strategic planning helps an organization build long-term
relationships with its customers. This chapter will help you better
understand:
The importance of corporate strategy.
How strategic planning differs from tactical operational
planning.
The relationship between marketing and sales force strategies.
The role of personal selling in the firms marketing
relationship efforts.
IMPORTANCE OF CORPORATE
PLANNING
STRATEGIC PLANNING
Strategic planning involves making
decisions about the organizations long-term
goals and strategies.
STRATEGIC PLANNING
Continued
VISION
Our heritage has been and our future is to be
the World Leader in Imaging.
MISSION
Build a world-class, results-oriented culture
by providingsolutions to capture, store, process, output,
and communicateimages to people and machines
anywhere, anytime...bringing differentiated, cost-effective
solutionsto the marketplace and with
flawless qualitythrough a diverse team of energetic
employees with the world-class talent and skills
necessary to sustain Kodak as the World Leader in Imaging.
In this way, we will achieve our
fundamental objective of Total Customer Satisfaction,
and our consequent goals of Increased Global
Market Share and Superior Financial Performance.
VALUES
(1) Respect for the Dignity of the Individual
(2) Integrity (3) Trust (4) Credibility
(5) Continuous Improvement and Personal Renewal
Source: Kodaks 1999 annual report.
Copyright 2001 by Harcourt, Inc. All rights reserved.
O r g a n iz a t i o n s S t r a t e g i c P l a n
M is s io n
O b j e c t iv e s
S tr a te g ie s
P o r t f o li o p l a n
O p e r a tio n a l P la n s
P r o d u c tio n P la n
M a r k e tin g P la n
O b j e c t iv e s
F o rec ast
B u d g e ts
S tra te g ie s a n d
O b j e c t iv e s
F o re c ast
B u d g e ts
S tr a te g ie s a n d
P o l i c ie s
P o l i c ie s
H u m an R eso u rc es
P la n
O b j e c t iv e s
F o rec ast
B u d g ets
S tr a te g ie s a n d
p ro g ram s
P o l i c ie s
F i n a n c i a l P la n
O b j e c t iv e s
F o rec ast
B u d g e ts
S tr a te g ie s a n d
p ro g ram s
P o l i c ie s
WHAT IS MARKETING?
Businesses have two major functions:
Production of goods or creation of services.
Marketing those goods and services.
Top Management
Functional Departments
M a r k e tin g
P r o d u c tio n
H u m an
R e so u rc e s
Salespeople
MARKETINGS IMPORTANCE
TO THE FIRM
Marketing generates sales.
Marketing provides quality service.
ESSENTIALS OF A FIRMS
MARKETING EFFORT
The essentials of a firms marketing effort
include its abilities (1) to determine the
needs of its customers and (2) to create
and maintain an effective marketing mix
that satisfies customer needs.
M a r k etin g M ix
Product
P er s o n a l S el li n g
Price
A d v er t i s i n g
Place
Promotion
S a les P r o m o ti o n
P u b li ci ty
R e la t iv e ly
P u re
G oods
S a lt
Soup
S e r v ic e I n te n s iv e
G oods
A u t o m o b ile s
H y b r id s
R e st a u r a n t s
G o o d sI n t e n s iv e
S e r v ic e s
A ir tra v e l
R e la t iv e ly
P u re
S e r v ic e s
B a b y - s i t t in g
I n su ra n c e
T e a c h in g
M a r k etin g M ix
Product
P er s o n a l S el li n g
Price
A d v er t i s i n g
Place
Promotion
S a les P r o m o ti o n
P u b li ci ty
M a r k etin g M ix
Product
P er s o n a l S el li n g
Price
A d v er t i s i n g
Place
Promotion
S a les P r o m o ti o n
P u b li ci ty
DISTRIBUTION: IT HAS TO BE
AVAILABLE
Distribution (or place) refers to the channel
structure used to transfer products from an
organization to its customers.
M a r k etin g M ix
Product
P er s o n a l S el li n g
Price
A d v er t i s i n g
Place
Promotion
S a les P r o m o ti o n
P u b li ci ty
Advertising. Nonpersonal communication of information paid for by an identified sponsor such as an individual or an organization. Modes of advertising include television, radio, direct mail, catalogs, newspapers, and outdoor advertising such as billboards.
C o n su m e r P ro d u c ts
M a n u fa c tu re r
H o u se h o ld C o n su m e r
R e ta ile r
H o u se h o ld C o n su m e r
W h o le sa le r
R e ta ile r
M a n u fa c t u r e r
I n d u s tria l P r o d u c ts
I n d u st r ia l U se r
W h o le sa le r
I n d u st r ia l U se r
H o u se h o ld C o n su m e r
PRODUCT
PRICE
PLACE
PROMOTION
Brand name
Credit term
Channels
Advertising
Features
Discounts
Inventory
Coupons
Image
List price
Locations
Free samples
Packaging
Promotional allowances
Retailers
Personal selling
Quality level
Transportation
Product displays
Returns
Wholesalers
Publicity
Services
Sales management
Sizes
Trade shows
Warranties
RELATIONSHIP MARKETING
Relationship marketing is the creation of
customer loyalty.
TECHNOLOGY BUILDS
RELATIONSHIPS AND PARTNERS
Most dramatic force shaping an
organizations marketing efforts today.
Helps salespeople increase the speed with
which they can find leads, gather
information, reduce paperwork, and
provide service.
Technology is expensive.
Copyright 2001 by Harcourt, Inc. All rights reserved.
RELATIONSHIP MARKETING
AND THE SALES FORCE
These four basic questions are guidelines that define the role of
the sales force:
1. How much selling effort is necessary to gain and hold
customers?
2. Is the sales force the best marketing tool, compared to
advertising and other sales promotion methods, in terms
of cost and results?
3. What type of sales activities for example, technical
assistance and frequent or infrequent sales calls will
be necessary?
4. Can the firm gain strength relative to its competition
with its sales force?
Copyright 2001 by Harcourt, Inc. All rights reserved.
S a l es F o r ce O b j ect i v es
D e fi n e R o l e s, A ct i v i t i es ,
a n d M a r k e t s o f S a l e s F o r ce
S t a ff i n g
T ra in in g
S a l es A n a l y s i s a n d
E v a lu a tio n o f S a les P er so n n el
D i r ect i n g