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2.Process of Strat Mkt Planning.ppt - The Process of...

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1 The Process of Strategic Marketing Planning
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Learning Goals 1. Explain strategic planning 2. Describe business portfolios and growth strategies 3. Detail marketing’s role in strategic planning 4. Describe elements of customer- driven marketing strategy 5. List the marketing management functions
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What is Strategic Planning? Strategic Planning Defined: The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities Goal 1: Explain strategic planning
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1. Mission 2. Corporate Objectives 3. Marketing Audit 4. SWOT Analysis 5. Assumptions 6. Marketing Objectives and Strategies 7. Estimate Expected Results 8. Identify Alternative Plans and Mixes 9. Budget 10. First Year Detailed Implementation Programs PHASE ONE: Goal Setting PHASE TWO: Situation Review PHASE Three: Strategy Formulation PHASE FOUR: Resources Allocation and Monitoring Measurement and Review STAGES OF STRATEGIC MARKETING PLANNING
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Mission/Vision: a statement of organization’s purpose – what it wants to accomplish Mission should be market oriented, what does it mean? What’s the different between market oriented companies and customer oriented companies Customer oriented companies: only focus on the expressed needs of the customers and developing goods and services that satisfy those needs Market oriented companies: commit to understand the latent and expressed needs of the customers, and to understand the capabilities and plans of their competitors through the process of acquiring and evaluating market information in a systematic and anticipatory manner
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Market-Oriented Mission A mission statement asks..
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