MKT 3305 Lecture Notes - Lecture 3: Customer Service, Strategic Planning, Quality Control
Document Summary
Strategic planning : planning done by top-level corporate management. Functional (market) planning : planning done by top functional-level management such as the firm"s chief marketing officer (cmo) Operational planning : planning done by supervisory managers. It formally defines the firm"s strengths and weaknesses as well as trends in the external environment that either favor firm strengths (resource advantages) or exacerbate firm weaknesses (resource deficits) Successful executives understand strategic planning as an ongoing process. One that proceeds from defining a shared purpose, leading to business growth (1) define the mission (2) evaluate the environment (3) set objectives (4) establish a business portfolio (5) develop growth strategies. Market planning : develop and execute marketing strategy. Effective implementation of the four p"s requires a great deal of planning. Involve many aspects of the firm, not just marketing (3) develop marketing strategies. Not everybody involved will be marketers: sales, production, quality control, shipping, customer service, finance.
