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York University (12,357)
ADMS 2200 (123)
Kim Snow (26)
Chapter 2

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York University
Administrative Studies
ADMS 2200
Kim Snow

Chapter 2 – Strategic Planning in Contemporary Marketing Planning – Anticipating future events and conditions and determining the best way to achieve organizational objectives - Continuous process - Creates a blueprint for everyone in the organization Marketing Planning – Implementing planning activities devoted to achieving marketing objectives - Many planning activities take place over the Internet with virtual conferences - Centers on relationship marketing Chapter Objective 1: Distinguish between strategic planning and tactical planning Strategic Planning – Determining organization’s primary objectives - Adopting courses of action that will achieve these objectives - Addresses long-term actions - “What are we going to do?” Tactical Planning – Guides the implementation of activities specified in the strategic plan - Addresses shorter-term actions - “How are we going to do it?” 3 Largest Tactical Limitations: - Money - Time - People Chapter Objective 2: Explain how marketing plans differ at various levels in an organization. Management Level Types of Planning Examples Top Management - Board of Strategic Planning - Organization- directors wide objectives - CEO - Fundamental - COO strategies - Divisional VPs - Long-term plans - Total budget Middle Management - General sales Tactical Planning - Quarterly and manager semi-annual - Business unit plans manager - Divisional - Director of budgets marketing - Divisional research policies and procedures Supervisory - District sales Operational Planning - Daily and weekly Management manager plans - Supervisor - Unit budgets Chapter Objective 3: Identify the steps in the marketing planning process. 1. Define the Mission of the Organization a. Mission – Essential purpose that differentiates one company from others b. Example: Sephora – The beauty authority 2. Determine Organizational Objectives a. Provided in its complete mission statement b. Guide the development of marketing objectives and plans c. Example: Reduce waste by 20% 3. Assess Organizational Resources and Evaluate Environmental Risk and Opportunities a. Organization resources – production, marketing, finance, technology and employees b. Strengths help planners: i. Set objectives ii. Develop plans iii. Take advantage of marketing opportunities 4. Formulate, Implement, and Monitor a Market Strategy a. Marketing Strategy – Selecting and satisfying target consumers through the marketing mix elements b. The final steps of the planning process: i. Put the marketing strategy into action ii. Monitor performance to ensure that objectives are achieved Chapter Objective 4: Describe successful planning tools and techniques. Porter’s Five Forces Model - Identify forces that influence planning strategies: o Threat of new entrants o Bargaining power of buyers o Bargaining power of suppliers o Threat of substitute products o Rivalry among competitors Fi
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