MKT 460 Lecture Notes - Lecture 2: Balanced Scorecard, Swot Analysis, List Of Fables Characters
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Strategic pla(cid:374)(cid:374)i(cid:374)g i(cid:374) today"s (cid:373)arket often requires partnering with other firms and carefully planning for the actions of others, such as supply sources or competitors. All marketers strive to meet the needs of their customers while meeting their own business and marketing objectives. Marketing planning process requires the coordination of broad-based decisions at the top of the corporate hierarchy with more narrowly defined actions at the bottom. Situation analysis- in-depth a(cid:374)al(cid:455)sis of the o(cid:396)ga(cid:374)izatio(cid:374)"s i(cid:374)te(cid:396)(cid:374)al a(cid:374)d e(cid:454)te(cid:396)(cid:374)al e(cid:374)(cid:448)i(cid:396)o(cid:374)(cid:373)e(cid:374)ts. It fo(cid:272)uses o(cid:374) the fi(cid:396)(cid:373)"s (cid:396)esou(cid:396)(cid:272)es, st(cid:396)e(cid:374)gths, a(cid:374)d (cid:272)apa(cid:271)ilities (cid:448)is- -vis competitive, customer and environmental issues. Marketing plan- a written action do(cid:272)u(cid:373)e(cid:374)t that p(cid:396)o(cid:448)ides the (cid:271)luep(cid:396)i(cid:374)t o(cid:396) outli(cid:374)e of the o(cid:396)ga(cid:374)izatio(cid:374)"s marketing actives, including the implementation, evaluation and control of those activities. It clearly explains how the org will achieve its goals and objectives. It se(cid:396)(cid:448)es as a (cid:862)(cid:396)oad (cid:373)ap(cid:863) fo(cid:396) i(cid:373)ple(cid:373)e(cid:374)ti(cid:374)g the (cid:373)a(cid:396)keti(cid:374)g st(cid:396)ateg(cid:455). It instructs employees as to their roles and functions in fulfilling the plan.
