Strategic Planning in Contemporary Marketing
Chapter 2Intro to Marketing
Strategic Determining the primary objectives then
adopting courses of action Long term plans Top management involved
Tactical Specific activities Shorter term – quarterly or semi annually Middle management
Operational Daily and weekly plans Supervisors
Strategic vs. Tactical Planning
Implementing planning activities devoted to achieving marketing objectives
Establishes the basis for any marketing strategy
Marketing Planning
Begins at the corporate level with the Mission Statement Mission is the reason for being in business
Determine Organizational Objectives Example: 12% increase in sales by 2014
Assessing Organizational Resources & Evaluate Risks and Opportunities SWOT Analysis Strategic Window
Steps in the Marketing Process
The idea that the first company to offer a product in a marketplace will be the long-term market winner.
Second Mover Strategy They observe first movers, and improve
on them
1st Mover Strategy
Target Market The group of people toward whom
the firm decides to direct its marketing efforts, goods, and services
How does a company satisfy their target market?
Elements of a Marketing Strategy
Marketing Mix Variables Product Strategy
The good, service or idea The package design, brand name,
warranties First mover Strategy
Distribution Strategy Modes of transportation, selection of
marketing channel Technology has opened new channels
of distribution
Marketing Mix Variables Promotional Strategy
Messages through salespeople, ads, or other promotions
Must match the target market Pricing Strategy
Setting profitable and justifiable prices Subject to public scrutiny
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