MKTG 2101 Chapter 3: Strategic Market Planning
1 Feb 2019
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Document Summary
Business planning: an ongoing process of making decisions that guides the rm both in the short term and long term, steps in organization"s planning. Business plan ---> a plan that includes decisions that guide the entire organization. Marketing plan ---> a document describing the marketing environment, outlines the marketing objectives and strategy, and identi es how the company will implement and control the strategies embedded in the plan: three levels of business planning. Rst-level planning: strategic planning --> the managerial decision process that matches the. Second-level planning: functional planning ---> decision process that concentrates on developing detailed plans for strategies and tactics for the short term, supporting an organization"s long-term strategic plan. Include marketing, nance, and hr: marketing planning ---> includes a broad 3-5 year marketing plan to support the rm"s strategic plan and a detailed annual plan for the coming year.
