solomon02_media - MARKETING Real People, Real Choices...

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CHAPTER 2 Strategic Planning and the Marketing Environment: The Advantage is Undeniable M A R K E T I N G Real People, Real Choices Fourth Edition Michael R. Solomon Greg W. Marshall Elnora W. Stuart
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2-2 Chapter Objectives Explain the strategic planning process Describe the steps in the marketing planning process Explain operational planning Discuss important aspects of an organization’s internal environment Explain why marketers scan an organization’s external business environment
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2-3 Business Planning Business plans guide entire organization or its business units Bplans.com provides several examples
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2-4 Marketing Plans Describe the marketing environment Outline marketing strategies Identify plans for implementation and evaluation
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2-5 Strategic Planning Strategic planning is the managerial decision process that matches the organization’s resources and capabilities to its market opportunities for long-term growth Firms may become multi-product companies with self-contained divisions Strategic Business Units (SBUs) Example: The Walt Disney Company
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2-6 Figure 2.1: Planning at Different Levels
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2-7 Lower Levels of Planning Functional Conducted by mid-level managers Includes Marketing as well as Finance, Operations, HRM, etc. Operational Conducted by first-line managers Includes day-to- day execution of tactical plans
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2-8 Operational Planning
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2-9 Strategic Planning Steps Define the organization’s mission Evaluate internal/external environments Set objectives Establish the business portfolio
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2-10 Define the Organization’s Mission A mission may begin with these questions: What business are we in? What customers should we serve? How should we develop the firm’s capabilities and focus its efforts?
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2-11 Sample Mission Statements MADD: To stop drunk driving, support the victims of this violent crime, and prevent underage drinking. Armour: To find new technology and enhance the performance of every athlete and outdoorsman. Lighter. Faster.
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solomon02_media - MARKETING Real People, Real Choices...

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