ADMS 2200 Chapter 2: chapter 2

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Kim Snow

Document Summary

Marketing planning: the basis for strategy and tactics. Planning: implementing planning activities devoted to achieving marketing objectives, many planning activities take place over the internet with virtual conferences, an important trend in marketing planning centres on relationship marketing. Strategic planning: determining organization"s primary objectives, adopting courses of action that will achieve these objectives, provides long-term direction for its decision makers. Tactical planning: guides the implementation of activities specified in the strategic plan, addresses shorter-term actions, sometimes may require swift decision making and actions. Top managers spend most of there time engaged in planning than middle-level and supervisory-level managers. Top managers focus there planning on long-range strategic issues. Middle level managers tend to focus on operational planning (includes creating and implementing tactical plans for their own units. Supervisors often develop specific programs to meet goals in their areas of responsibility. The marketing planning process begins at the corporate level.