Chapter 2
Chapter 2
Chapter 2
Chapter 2
Company and Marketing Strategy
Partnering to Build Customer
Engagement, Value, and
Relationships
• Business objectives
– Build profitable customer relationships
– Invest in research
– Improve profits
• Marketing objectives
– Increase market share
– Create local partnerships
– Increase promotion
Mars Inc. is not only the world’s number-one candy maker; it is also a world-
leading pet nutrition and health-care company.