MARK301 Study Guide - Midterm Guide: Corporate Social Responsibility, Marketing Mix, Cash Flow
13 Jan 2017
School
Department
Course
Professor
Document Summary
Chapter 2 strategic planning and the marketing process organization"s goals & capabilities with changing market opportunities. Strategic planning the process of developing and maintaining a fit between the. Disney"s goal is to be one of the leading producers and providers of entertainment and information: need objectives related to the goals, ex. Disney will use its portfolio of brands to differentiate its content, services, and products: ex. Business portfolio analysis evaluates relative strength of all businesses in the company. Strategic business unit analysis - evaluates strength of each independent business unit. Unit of the company that has a separate mission and separate objectives and can be planned independently from the other company businesses. Can be a division, product line within a division, or a single product or brand. By using the bcg (boston consulting group) matrix. Difficult to define sbu"s or measure market share/growth. Chapter 2 strategic planning and the marketing process.
