Corporate Marketing Strategy

  • To establish the concept of marketing, its fundamental role in business, and the impact of the marketing environment.
  • To be able to distinguish between the tactics used in marketing advertising, customer selling, and personal selling, for example, and the marketing concept.
  • To understand the importance of a pan-company orientation towards marketing, rather than marketing as a separate function
  • To clarify what customers look for in suppliers – better ways to solve their problems.

Marketing concept & Marketing Function

  • Marketing concept: Matching a company’s capabilities and the wants of customers in order to achieve the objectives of both parties.
  • Marketing Function:
  • Identify markets
  • Quantify customer needs
  • Value propositions – determine and communicate with stakeholders
  • Deliver and monitor value delivered