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MKTG 2P52 (3)
Lecture

MKTG 2P52 Lecture 2.doc

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Department
Marketing
Course
MKTG 2P52
Professor
Tauri Caputo
Semester
Winter

Description
MKTG2P52 January15,2012 Lecture2 MarketingPlanning:TheBasisforStrategyandTactics Planning: anticipating future and conditions and determining the best way to achieve organizational objectives Marketing Planning: implementing planning activities devoted to achieving marketing objectives - Many planning activities take place over the internet with virtual conferences - An important trent in marketing planning centers on relationship marketing StrategicPlanningvs.Tactical Strategic Planning - Determining organization’s primary objectives - Adopting courses of action that will achieve these objectives - Addresseslong-termactions Tactical Planning - Guides the implementation of activities specified in the strategic plan - Addressesshort-termactions Table 2.1 - Planning at different levels TheOrganizationMission Mission: Essential purpose that differentiates one company from another - Microsoft Office: “Real life tools” - Sephora: “The beauty authority” - Tim Hortons: “Always Fresh. Always” Objectives (Goals): Guide the development of marketing objectives and plans - Generate 12 percent more profit next year - Add 15 new outlets within the next year - Reduce waste by 20 percent SMARTGoals - Specific, significant, stretching - Measurable, meaningful, motivational - Attainable, achievable, action oriented, agreed upon - Realistic, relevant, rewarding, reasonable - Timely, tangible, trackable Formulating,ImplementingandMonitoringaMarketingStrategy Mark
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