Chapter 2 Strategic Planning and the Marketing Process Chapter Objectives Distinguish between strategic planning and tactical planning. Explain how marketing plans differ at various levels in an organization. Identify the steps in the marketing planning process.
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Strategic Planning and the Marketing Process
To asses the company’s position [strengths and weaknesses], and the opportunities and threats it faces.
To set goals, establish priorities, and develop strategies.
To plan the deployment of resources needed to attain the goals selected.
To give firm direction.
To make sure the goals of all parties are aligned.
To ensure that different functional areas have coordinated efforts.
To outline potential alternative actions the firm can take.
To project costs.
To assess performance.Why do Planning?
The Marketing Plan
Addendum Chapter 22, P.672
Marketing Plan Project Strategy
Addendum Chapter 3 P.76
Refer to Addendum Chapter 3, P.76
Market Structure Strategy
New Products/Marketing Research
Pricing Strategy & Tactics
Promotional Plans – Advertising & Promotion
Supporting DocumentsTactical Plans
Addendum Chapter 22, PP.679-689