Marketing: Principles and Practices

Chapter 2: Corporate Strategy and Marketing Strategy—Collaboratively Building Customer Relationships 2.1 Corporate-Level Strategic Planning: Clarifying the Role of Marketing Every company must identify the most effective ‘rules of the game’ for long-term survival and growth within its specific context, opportunities, objectives, and resources. This is the essence of strategic planning—the process of establishing and sustaining a strategic fit between an organization’s goals and capabilities and the ever-changing market opportunities. Defining the Corporate Mission → Setting Corporate Objectives → Designing the Business Portfolio → Developing Marketing and Other Functional Strategies (at the business-unit, product, and market levels) Developing a Market-Oriented Mission Many organizations craft authentic mission statements to answer these questions. A mission statement articulates the organization’s purpose—what it seeks to accomplish in the broader environment. A clear mission statement acts like an ‘invisible hand,’ guiding every individual within the organization. For example: IBM’s product-oriented definition: “We manufacture computing hardware and software.” Its market-oriented definition: “We provide technology solutions to help customers ‘build a smarter planet.’” Setting Corporate Objectives Companies must formulate marketing strategies and action plans to achieve their marketing objectives. For example: Heinz’s overarching objective is to build profitable customer relationships by developing foods that deliver “superior quality, great taste, nutrition, and convenience”—fully aligned with its mission of nutrition and health. Designing the Business Portfolio Guided by the corporate mission and objectives, managers must now design the business portfolio—the collection of businesses and products that support the company.

Strategic and Marketing Management Practitioner Expert—Professor Shen Yong

Want your corporate strategy to resonate powerfully—and your marketing breakthroughs to be methodical and effective? With 26 years of deep expertise in strategy and marketing, Professor Shen Yong has held senior executive roles at renowned enterprises including ABB, JinkoSolar, and Huawei—making him a true ‘dual-certified expert’ who seamlessly integrates hands-on experience with theoretical insight. His track record abounds with cases where he led teams to double performance and propelled companies onto the global stage. This course is packed with practical insights, features vivid real-world cases, and delivers immediately applicable methods—helping you quickly unblock the ‘ren and du meridians’ between strategy formulation and execution. It empowers your company’s marketing efforts like adding wings to a tiger, and positions Professor Shen as a ‘super mentor’ enabling clients to achieve exponential performance growth!

SenesTech Hires Sandstrom Partners as Strategic Marketing Advisor

4 days ago

SenesTech has appointed Sandstrom Partners as a strategic advisor to enhance sales and branding for its Evolve and ContraPest rodent control products across e-commerce and B2B channels.

The Manila Times

SenesTech Hires Sandstrom Partners as Strategic Advisor

GlobeNewswire

2026-05-07

SenesTech Appoints Michael Edell as President and Chief Executive Officer to Drive Revenue Growth and Scalable Sales Channels

2026-05-07

SenesTech Names Michael Edell as President and CEO

2026-05-07

SenesTech Appoints Michael Edell as CEO with 5% Equity Option Grant

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SenesTech Reports Record Direct-to-Consumer and Subscription Growth Following Strategic E-Commerce Transition