0324536380_77163 - 2 CHAPTER Strategic Planning and the...

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Chapter Objectives Strategic Planning and the Marketing Process CHAPTER 2 1 2 3 4 5 6 7 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. Describe successful planning tools and techniques, including Porter’s Five Forces model, first and second mover strategies, SWOT analysis, and the strategic window. Identify the basic elements of a marketing strategy. Describe the environmental characteristics that influence strategic decisions. Describe the methods for marketing planning, including business portfolio analysis and the BCG matrix.
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Strategic Planning and the Marketing Process MARKETING PLANNING: THE BASIS FOR STRATEGY AND TACTICS Planning Process of anticipating future events and conditions and of determining the best way to achieve organizational objectives. Marketing planning Implementing planning activities devoted to achieving marketing objectives. STRATEGIC PLANNING VERSUS TACTICAL PLANNING Strategic planning Process of determining an organization’s primary objectives and adopting courses of action that will achieve these objectives. Tactical planning
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0324536380_77163 - 2 CHAPTER Strategic Planning and the...

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