Marketing Mangement
3
Chapter Three
Marketing’s Strategic Role in the Organization
After studying this chapter, you should be able to:
1 2 3 4
Discuss the three basic levels in an organization and the types of strategic plans developed at each level. Understand the organizational strategic planning
process and the role of marketing in this process. Describe the key decisions in the development of corporate strategy.
Understand the different general business strategies
and their relationship to business marketing, product marketing, and international marketing strategies.
5
Realize the importance of relationships and teamwork in executing strategic plans.
www.honeywell.com
Honeywell International, Inc., is an advanced technology and manufacturing company serving customers worldwide. The company is organized around nine businesses: aerospace, consumer products, electronic materials, friction materials, home and building control, industrial control, performance polymers, specialty chemicals, and transportation and power systems. The firm employs approximately 120,000 individuals in 95 countries. The Web site for Honeywell provides a wealth of information. Details about the corporate businesses, as well as about individual products and services, are offered for potential customers. The Web site also provides information for investors, instructions and summaries for members of the media interested in the company’s background, and information on careers for students and other potential employees. The in-depth company history describes the evolution of the organization beginning with the first thermostat ads run in 1893, to the recent $14 billion merger of Honeywell and Allied Signal in December 1999.
Honeywell is making extensive use of its Internet site to enhance the performance of its employees and to improve relationships with its customers. Moreover, its Web-based capabilities are also being used to strengthen its supply-chain management. For
Chapter Three
Marketing’s Strategic Role in the Organization
After studying this chapter, you should be able to:
1 2 3 4
Discuss the three basic levels in an organization and the types of strategic plans developed at each level. Understand the organizational strategic planning
process and the role of marketing in this process. Describe the key decisions in the development of corporate strategy.
Understand the different general business strategies
and their relationship to business marketing, product marketing, and international marketing strategies.
5
Realize the importance of relationships and teamwork in executing strategic plans.
www.honeywell.com
Honeywell International, Inc., is an advanced technology and manufacturing company serving customers worldwide. The company is organized around nine businesses: aerospace, consumer products, electronic materials, friction materials, home and building control, industrial control, performance polymers, specialty chemicals, and transportation and power systems. The firm employs approximately 120,000 individuals in 95 countries. The Web site for Honeywell provides a wealth of information. Details about the corporate businesses, as well as about individual products and services, are offered for potential customers. The Web site also provides information for investors, instructions and summaries for members of the media interested in the company’s background, and information on careers for students and other potential employees. The in-depth company history describes the evolution of the organization beginning with the first thermostat ads run in 1893, to the recent $14 billion merger of Honeywell and Allied Signal in December 1999.
Honeywell is making extensive use of its Internet site to enhance the performance of its employees and to improve relationships with its customers. Moreover, its Web-based capabilities are also being used to strengthen its supply-chain management. For