chapt 2 mine - Today and Wednesdays Big Ideas Situation...

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Unformatted text preview: Today and Wednesdays Big Ideas Situation Analysis Strategic Planning Marketing Plan Mission Statement SWOT Strategic Directions Target Market Competitive Advantage Product Promotion Price Place Product-Market Classification BCG Matrix Strategic Planning Marketing Plan Mission Statement SWOT Strategic Directions Target Market Competitive Advantage Product Promotion Price Place Product-Market Classification BCG Matrix Objective Strategic Planning The managerial process of creating and maintaining a fit between the organizations objectives and resources and evolving market opportunities The goal is long term growth and profit Requires long term commitment of resources objectives r e s o u r c e s market opportunities A c c o m p lis h e d th ro u g h a . Marketing Plan A written document that acts as a guidebook of marketing activities Why bother?? Helps employees and managers work toward common goals Allows you to examine the marketing environment Serves as a reference point for the success of future activities Strategic Planning Marketin g Plan Mission Statement SWOT Strategic Direction s Target Market Competitive Advantage Product Promotion Price Place Product-Market Classification BCG Matrix Situationa l analysis Objective Marketing Plan Elements Marketing Strategy Product Distribution Price Marketing Mix Business description, target markets, swot analysis, industry and competitive Developing the plans objective Target Market Strategy Implementation Evaluation Control Promotion Mission Statement Foundation of the marketing plan What business are we in? Forms boundaries for all decisions , objectives & strategies of the marketing plan Strategic Planning Marketin g Plan Mission Statement SWOT Strategic Direction s Target Market Competitive Advantage Product Promotion Price Place Product-Market Classification BCG Matrix Situationa l analysis Objective Too narrow Marketing Myopia 7...
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This note was uploaded on 11/11/2010 for the course AEM aemm taught by Professor Aem during the Spring '10 term at Cornell University (Engineering School).

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chapt 2 mine - Today and Wednesdays Big Ideas Situation...

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