Category: Marketing Management Strategic Planning

Chapter 2: Strategic Planning 2.1 The Value Proposition 2.2 Components of the Strategic Planning Process 2.3 Developing Organizational Objectives and Formulating Strategies 2.4 Where Strategic Planning Occurs within Firms 2.5 Strategic Portfolio Planning Approaches 2.6 Discussion Questions and Activities 2.1 The Value Proposition Learning Objectives Explain what a value proposition is. Understand why a...

16.4 Ongoing Marketing Planning and Evaluation Learning Objectives Apply marketing planning processes to ongoing business settings. Identify the role of the marketing audit. Our discussion so far might lead you to believe that a marketing plan is created only when a new offering is being launched. In reality, marketing plans are created frequently—sometimes on...

16.3 Forecasting Learning Objectives List steps in the forecasting process. Identify types of forecasting methods and their advantages and disadvantages. Discuss the methods used to improve the accuracy of forecasts. Creating marketing strategy is not a single event, nor is the implementation of marketing strategy something only the marketing department has to worry about....

16.2 Functions of the Marketing Plan Learning Objectives Understand the functions of a marketing plan. Write a marketing plan. In Chapter 1 “What Is Marketing?”, we introduced the marketing plan and its components. Recall that a marketing plan should do the following: Identify customers’ needs. Evaluate whether the organization can meet those needs in some...

16.1 Marketing Planning Roles Learning Objective Identify the people responsible for creating marketing plans in organizations. Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO). The reality is that a team of marketing specialists is...

16.1 Marketing Planning Roles Learning Objective Identify the people responsible for creating marketing plans in organizations. Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO). The reality is that a team of marketing specialists is...

Chapter 16: The Marketing Plan 16. The Marketing Plan 16.1 Marketing Planning Roles 16.2 Functions of the Marketing Plan 16.3 Forecasting 16.4 Ongoing Marketing Planning and Evaluation 16.5 Discussion Questions and Activities 16. The Marketing Plan The average tenure of a chief marketing officer (CMO) can be measured in months—about twenty-six months or less,...

15.3 Pricing Strategies Learning Objectives Understand introductory pricing strategies. Understand the different pricing approaches that businesses use. Once a firm has established its pricing objectives and analyzed the factors that affect how it should price a product, the company must determine the pricing strategy (or strategies) that will help it achieve those objectives. As...

15.2 Factors That Affect Pricing Decisions Learning Objectives Understand the factors that affect a firm’s pricing decisions. Understand why companies must conduct research before setting prices in international markets. Learn how to calculate the breakeven point. Having a pricing objective isn’t enough. A firm also has to look at a myriad of other factors...

Chapter 15: Price, the Only Revenue Generator 15.1 The Pricing Framework and a Firm’s Pricing Objectives 15.2 Factors That Affect Pricing Decisions 15.3 Pricing Strategies 15.4 Discussion Questions and Activities   15.1 The Pricing Framework and a Firm’s Pricing Objectives Learning Objectives Understand the factors in the pricing framework. Explain the different pricing objectives...