ADMS 2200 Lecture Notes - Lecture 2: Marketing Strategy, Marketing Mix, Swot Analysis

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

Planning: process of anticipating future events and conditions and of determining the best way to achieve organizational goals. Marketing planning: implementing planning activities devoted to achieving marketing objectives (product lines, pricing decisions, selection of appropriate distributed channels, etc. ) Strategic planning: process of determining and organization"s primary objectives and adopting courses of action that will achieve these objectives. Tactical planning: planning that guides the implementation of activities specified in the strategic plan (usually focus on shorter term action) Managers, business unit manager, director of marketing research. Organization-wide objectives, fundamental strategies, long term plans, total budget. Quarterly and semi- annual plans, divisional budgets, divisional policies and procedures. Daily and weekly plans, unit budgets, departmental rules and procedures. Figure 2. 1 (page 36) the marketing planning process (look at it) 1, 2 and 3 are at the corporate level and the rest are at the business unit level: defining the organization"s missions. Mission: essential purpose that differentiates one company from others: determine organizational objectives.