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Objectives
Understand how strategic planning is carried out at the corporate, division, and business unit levels.
Learn the major steps in the marketing process.
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 4
Objectives
Learn what type of content a marketing plan includes. Understand how companies can effectively manage the marketing process.
Slide 2 in Chapter 4
Corporate and Division Strategic Planning Mission statements define the companys major competitive scopes:
Industry scope
Products and applications scope Competence scope
2003 Prentice Hall, Inc.
Vertical scope
Market-segment scope Geographical scope
Slide 5 in Chapter 4
Corporate and Division Strategic Planning Strategic Business Units share three characteristics:
Single business or collection of businesses which can be managed separately Has own set of competitors Has manager responsible for strategic planning and profits
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 4
Slide 15 in Chapter 4
Slide 16 in Chapter 4