BU352 Lecture : Marketing - Ch 2.docx

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pinkelephant413

29 Oct 2012

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Strategic planning occurs on at least 2 levels: corporate level and functional level. Corporate level planning: company"s top management, overall direction of the entire company, business of the company, company"s mission/vision statement, set objectives/goals, long term directions, updated to respond to changes in the business environment. Functional planning: functions take some form of planning (hr, marketing, r&d, finance, annual plans, 3-5 years. Strategic business units planning (for companies with different business lines: develop plans for products and markets that they serve, division of company, managed somewhat separately than other business units, ex. Disney has 4 business units: media networks, parks, studio entertainment, consumer products. Medium to long term (3 to 5 years) Set goals and establish portfolio of products and markets for the business unit. Planning (applies only to large firms with more than one distinct line of business) Short term to medium term (1 to 3 years) Develop marketing plans for specific products, brands, or markets.

Related Questions

The difference between a company's strategy and a company's business model is that

A)a company's strategy is the plan for achieving strategic objectives while its business model is the plan for achieving financial objectives.

B)the strategy concerns how to compete successfully and the business model concerns how to operate efficiently.

C)a company's strategy is management's game plan for realizing the strategic vision whereas a company's business model is the game plan for accomplishing the business purpose or mission.

D)strategy relates broadly to a company's competitive moves and business approaches (regardless of the financial outcomes it produces) while the term business model relates to whether the revenues and costs flowing from the strategy demonstrate that the business is viable from a profit perspective.

E)a company's strategy concerns how to please customers while its business model concerns how to please shareholders

whiterhinoceros784

In a large corporation with multiple business units, the marketing department will probably:

Which of the following statements is true about strategic alliances?

1. Strategic alliances usually lead to one of the firms losing their relational advantage.

2. In strategic alliances, companies may choose to cooperate at any stage along the value chain.

3.Strategic alliances exclude functions that are bought through bidding.

4.In strategic alliances, the power to make decisions is always evenly distributed amidst the firms.

orangecattle808

BU352 Lecture : Marketing - Ch 2.docx

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