ADMS 2200 Chapter Notes - Chapter 2: Strategic Planning, Swot Analysis, Bargaining Power

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Jean Adams

Document Summary

Adms 2200 ch 2 designing customer oriented marketing. Marketing planning: basis for strategy and tactics: planning. Process of anticipating future events and conditions and of determining best way to achieve organizational objectives. Can only start after identifying objectives: important for both large and small companies, marketing planning. Implementing, planning activities devoted to achieving marketing objectives. Basis for any marketing strategy: many planning takes place over the internet with virtual conferences. Important trend in marketing planning centers on relationship marketing. Long term links with individual customers and suppliers for mutual benefit. Many companies now include relationship building goals and strategies in their plans: strategic planning versus tactical planning. Strategic planning process of determining organization"s primary objectives and adopting courses of action that eventually achieve these objectives. Strategic planning is complemented by tactical planning: guides implementation of activities specified in the strategic plan. Address shorter term actions that focus on current and near future activities.