Chapter 2 Strategic Planning and the Marketing Process 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
Planning helps us hit what we aim for.
A portfolio of products has helped Kraft obtain the position of market leader.
There are several businesses that offer help in strategic planning. The Patricia Seybold Group represents one such firm.
Types of Planning Emphasized
at This Level
Board of directors
Chief executive officer (CEO)
Chief operating officer (COO)
Divisional vice presidents
Organization-wide objectives; fundamental strategies; long-term plans; total budget
General sales manager
Marketing research manager
Quarterly and semi-annual plans; divisional budgets; divisional policies and procedures
District sales manager
Supervisors in staff
Daily and weekly plans; unit budgets; departmental rules and procedures
Basic elements of a marketing strategy consist of:
Distribution (Place) Strategy
Four specific tools:
SBUs are key business units within diversified firms.
A four-quadrant chart that plots market share—the percentage of a market that a firm controls—against market growth potential.
Relative Market Share
Industry Growth Rate