Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Strategic
Planning and
the Marketing
Management
Process
McGraw-Hill/Irwin
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Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
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Organizational Mission
In developing a statement of mission,
management must take into account
three key elements:
The organizations history
The organizations distinctive
competitiveness
The organizations environment
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Organizational Mission
An effective mission statement
should be:
Focused on markets rather than
products
Achievable
Motivating
Specific
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Organizational Objectives
Objectives must be:
Specific
Measurable
Action commitments
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Organizational Objectives
If formulated properly, organizational
objectives:
Can be converted into specific action
Will provide direction
Can establish long-run priorities for the
organization
Can facilitate management control
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Organizational Strategies
Organizations can pursue various
strategies based on:
Products and markets
Competitive advantage
Value
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Organizational Strategies
Based on Competitive
Advantage
Cost leadership strategy - A firm
would focus on being the low-cost
company in its industry
Strategy based on differentiation - A
firm seeks to be unique in its
industry or market segment along
particular dimensions that the
customers value
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Choosing an Appropriate
Strategy
Management should:
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Situation Analysis
Involves analysis of the past, present,
and likely future in six major areas of
concern:
Cooperative environment - Includes all firms
and individuals who have a vested interest
in the firms accomplishing its objectives
Competitive environment - Includes
primarily other firms in the industry that
rival the organization for both resources and
sales
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Situation Analysis
Economic environment - State of the
macroeconomy and changes in it also bring
about marketing opportunities and
constraints
Social environment - Includes general
cultural and social traditions, norms, and
attitudes
Political environment - Includes the attitudes
and reactions of the general public, social
and business critics, and other organizations
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Situation Analysis
Legal environment - Includes a host of
federal, state, and local legislation
directed at protecting both business
competition and consumer rights
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Marketing Planning
Produces three outputs:
Establishing marketing objectives
Selecting the target market
Developing the marketing mix
Marketing mix: A set of controllable
variables that must be managed to satisfy
the target market and achieve
organizational objectives
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Implementation of the
Marketing Plan
Involves putting the plan into action
and performing marketing tasks
according to the predefined schedule
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