Category: Marketing Management Strategic Planning

2.5 Strategic Portfolio Planning Approaches Learning Objectives Explain how SBUs are evaluated using the Boston Consulting Group matrix. Explain how businesses and the attractiveness of industries are evaluated using the General Electric approach. When a firm has multiple strategic business units like PepsiCo does, it must decide what the objectives and strategies for each...

2.4 Where Strategic Planning Occurs within Firms Learning Objectives Identify the different levels at which strategic planning may occur within firms. Understand how strategic planning that occurs at multiple levels in an organization helps a company achieve its overall corporate objectives. As previously mentioned, strategic planning is a long-term process that helps an organization...

2.3 Developing Organizational Objectives and Formulating Strategies Learning Objectives Explain how companies develop the objectives driving their strategies. Describe the different types of product strategies and market entry strategies that companies pursue. Developing Objectives Objectives are what organizations want to accomplish—the end results they want to achieve—in a given time frame. In addition to being...

2.2 Components of the Strategic Planning Process Learning Objectives Explain how a mission statement helps a company with its strategic planning. Describe how a firm analyzes its internal environment. Describe the external environment a firm may face and how it is analyzed. Strategic planning is a process that helps an organization allocate its resources...

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...

1.4 Themes and Organization of This Book Learning Objective Understand and outline the elements of a marketing plan as a planning process. Marketing’s Role in the Organization We previously discussed marketing as a set of activities that anyone can do. Marketing is also a functional area in companies, just like operations and accounting are....

1.3 Why Study Marketing? Products don’t, contrary to popular belief, sell themselves. Generally, the “build it and they will come” philosophy doesn’t work. Good marketing educates customers so that they can find the products they want, make better choices about those products, and extract the most value from them. In this way, marketing helps...

1.2 Who Does Marketing? Learning Objective Describe how the various institutions and entities that engage in marketing use marketing to deliver value. The short answer to the question of who does marketing is “everybody!” But that answer is a bit glib and not too useful. Let’s take a moment and consider how different types...

Chapter 1: What is Marketing? 1.1 Defining Marketing 1.2 Who Does Marketing? 1.3 Why Study Marketing? 1.4 Themes and Organization of This Book 1.5 Discussion Questions and Activities 1.1 Defining Marketing Learning Objective Define marketing and outline its components. Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes...