Chapter Outline

I. IBM Switches Strategies
A. Technology changes and competitor actions require a shift in strategy
B. A new corporate strategy
C. New business and marketing strategies
D. The bottom line

II. Marketing Challenges Addressed in Chapter 2

III. What is Marketing’s Role in Formulating and Implementing Strategies?

IV. Market Oriented Management
A. Does being market-oriented pay?
B. Factors that mediate marketing’s strategic role

V. Three Levels of Strategy: Similar Components, but Different Issues
A. Strategy: A definition
B. The hierarchy of strategies
C. Corporate strategy
D. Business-level strategy

VI. The Marketing Implications of Corporate Strategy Decisions
A. Corporate scope—defining the firm’s mission
B. Corporate objectives
C. Corporate development strategy
D. Allocating corporate resources

VII. The Marketing Implications of Business-Unit Strategy Decisions
A. How should strategic business units be designed?
B. The business unit’s objectives
C. The business unit’s competitive strategy