Ch- 2 The nature of strategic planning.
Strategic planning- the managerial process of creating and maintaining a fit between the
organizations objectives and resources and the evolving market opportunities. The goal of
strategic planning is long-run profi
Marketing 4P promotion, product, place/dist, price. A philosophy, a perspective, an attitude,
a marketing orientation.
Set of institution and processes for creating, communicating, delivering, and exchanging
offering that have value
Question: List and explain the three parts of the marketing focus.
1. Target market: specific group of customers whom the organization
focuses its marketing efforts.
2. The Marketing Exchange
a. one party delivers a product
b. the other party pays a price