Ch3 Notes

Ch3 Notes - Chapter 3 Guide Planning and Marketing in an...

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Chapter 3 Guide – Planning and Marketing in an Organization Strategic Planning Strategic Planning Strategic Business Units (SBUs) Strategic Business Units (SBUs) SWOT SWOT Competitive Advantage Competitive Advantage Strategic Opportunity Matrix Strategic Opportunity Matrix Consolidation Strategies Consolidation Strategies Balanced Scorecard Balanced Scorecard
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Levels of Planning Corporate Strategy/Strategic Market  Plan  {                  Level} This helps formulate the Product Mix One Strategic Market Plan Market Plan {                Level} The Product Market Plan: Marketing Mix  and Target Market(s) for each product Multiple Product Market Plans
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Planning Process Strategic  Planning Tactical  Planning Top Management Functional Level What business  do we want to  be in? How do we  meet out  objectives?
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The managerial process of creating and maintaining a  fit between the organization’s objectives and  resources and evolving market opportunities
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Strategic Planning Provides basic direction Determines the general product and market  scope to be pursued  Typically is                      and           in scope Focuses on overall objectives Most often constructed by top management Serves as the basis for tactical planning  (Product                                )
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4. Marketing Strategy Product Promotion Distribution Price Marketing Mix 1. Business Mission Statement 2. Objectives 3. Situation or SWOT Analysis 5. Implementation Evaluation Control Target Market Strategy
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1. Mission Statement “What is the                of the  organization?” Should be market-oriented and defined in  terms of customer needs Company Product- Oriented Market-Oriented Charles Schwab We are a brokerage firm. We are the guardian of our
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This note was uploaded on 01/15/2012 for the course MKT 300 taught by Professor Eaton during the Fall '08 term at ASU.

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Ch3 Notes - Chapter 3 Guide Planning and Marketing in an...

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