Chapter 2

Chapter 2 - CHAPTER 2...

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CHAPTER 2 Strategic Planning and the Marketing Process Principles of Marketing Minneapolis Community and Technical College Instructor: Dave Skogstrom Office: Management Education Center, Room 1050 Phone: 612-659-6422 Email: www.dave.skogstrom@minneapolis.edu .
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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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CHAPTER 2 Strategic Planning and the Marketing Process You are the Marketing Manager 1. What is your responsibility? 2. What are the steps in the marketing strategy? 3. What are the elements of the mix? 4. What do you control? 5. What don’t you control? 6. What are the elements of the marketing environment? 7. When something changes in the marketing environment, as the marketing manager, what do you do or how do you react?
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CHAPTER 2 Strategic Planning and the Marketing Process As the Marketing Manager… these 7 questions are on each one of your 3 exams, so make sure you know them well 1. What is your responsibility? (marketing strategy) 2. What are the steps in the marketing strategy? (1.selection of a target market 2. develop a marketing mix) 3. What are the elements of the mix? (product, price, place, promotion strategy) 4. What do you control? (marketing strategy) 5. What don’t you control? (marketing environment) 6. What are the elements of the marketing environment? (5 in blue ring in slide 5) 7. When something changes in the marketing environment, as the marketing manager, what do you do or how do you react? (Change one or more elements of the marketing mix)
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CHAPTER 2 Strategic Planning and the Marketing Process ELEMENTS OF A MARKETING STRATEGY • It all starts here – the two basic elements: Target market and marketing mix variables.
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CHAPTER 2 Strategic Planning and the Marketing Process Marketing Planning Our Main Focus is now on Marketing Planning: 1. Marketing Planning Process (in chapter 2) 2. Strategies for Reaching Target Markets (in chapter 9)
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CHAPTER 2 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. • Continuous process that creates a blueprint for
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This note was uploaded on 11/26/2011 for the course BUSN 1142 taught by Professor Skogstrom during the Fall '10 term at MCTC.

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Chapter 2 - CHAPTER 2...

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