MKT 280 - Ch 3 - Fall 2007

MKT 280 - Ch 3 - Fall 2007 - StrategicMarketingPlans...

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    Strategic Marketing Plans Chapter 3
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    Strategic Plans Strategic Business Plans Four pillars External orientation Process for formulating strategies Methods for analyzing Commitment to action
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    Strategic Plans Strategic Marketing Plan Outline marketing actions Who is responsible When/where completed Who completes each stage
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    The Strategic Planning Process 1.             Defining  Organizational  Mission 2.  Establishing  SBUs 3 .           Setting    Marketing  Objectives    4.  Performing  Situation  Analysis 5.       Developing  Marketing  Strategy 6.              Implementing    Tactical                Plans 7.  Monitoring  Results Feedback
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    Step One in the                                   Strategic Planning Process 1. Defining  Organizational  Mission Defining the  organizational mission   refers to a long-term commitment to a  type of business and a place in the  market. It “describes the scope of the  firm and its dominant emphasis and  values,” based on a firm’s history,  current management preferences,  resources, and distinctive competence,  and on environmental factors.  
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      Step Two in the                             
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This note was uploaded on 10/13/2010 for the course MKT B280 taught by Professor Lawrence during the Fall '08 term at Loyola New Orleans.

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MKT 280 - Ch 3 - Fall 2007 - StrategicMarketingPlans...

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