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CHAPTER 2 PLANNING MARKET STRATEGIES OVERVIEW: This chapter focuses on strategic planning. To help students understand how marketing activities fit into the “big picture,” we begin this chapter with an overview of the strategic planning process. Next, we examine how organizational resources and opportunities affect strategic planning and the role played by the organization’s mission statement. After discussing the development of both corporate and business-unit strategy, we explore the nature of marketing strategy and the creation of the marketing plan. Finally, we examine the implementation of marketing strategies, the organization of the marketing unit, and the marketing control process. OBJECTIVES: 1.Describe the strategic planning process.
2.Explain how organizational resources and opportunities affect the planning process.
3.Understand the role of the mission statement in strategic planning.
4.Examine corporate, business-unit, and marketing strategies.
5.Understand the process of creating the marketing plan.
6.Describe the marketing implementation process and the major approaches to marketing
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Class Prep: Read Chapter 2 |
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