MKT 3305 Chapter Notes - Chapter 3: Swot Analysis
20 Dec 2016
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Document Summary
Business planning = an ongoing process of making decisions that guides the firm both in the short term and in the long term. Business plan = a plan that includes the decisions that guide the entire organization. Marketing plan = a document that describes the marketing environment, outlines the marketing objectives, and strategy, and identifies who will be responsible for carrying out each part of the marketing strategy. Strategic planning = a managerial decision process that matches an organization"s resources and capabilities to its market opportunities for long-term growth and survival. Strategic business units (sbus) = individual units within the firm that operate like separate businesses, with each having its own mission, business objectives, resources managers, and competitors. Functional planning = a decision process that concentrates on developing detailed plans for strategies and tactics for the short-term, supporting an organization"s long-term strategic plan.
