TAILIEUCHUNG - Lecture Basic Marketing: A global managerial approach - Chapter 2: Strategic market planning and the evaluation of marketing opportunities

After studying this chapter you will be able to: Know the variables that shape the environment of marketing strategy planning, understand why company objectives are important in guiding marketing strategy planning, understand target marketing, be familiar with the four Ps in a marketing mix,. | Chapter 2: Strategic Market Planning and the Evaluation of Marketing Opportunities The Marketing Management Process 2-2 Whole-Company Strategic Management Planning Marketing Planning Implement Marketing Plan(s) and Program Control Marketing Plan(s) and Program Adjust Plans as Needed Exhibit 2-1 Summary Overview The marketing management process refers to the planning, implementation, and control of marketing activities. As indicated on the slide, these activities are continuous and decisions made in the past in one area can have implications on the other areas as well. The Marketing Management Process The ongoing process of marketing management requires attention to three key areas: Planning. Planning is required because marketing managers must seek attractive new opportunities. Customers’ needs and wants change. Marketing managers must anticipate such changes and plan how the firm will move to meet them with satisfying products. At the company-wide level, this is called strategic (management) planning -- the managerial process of developing and maintaining a match between an organization’s resources and its market opportunities. Implementation. Implementation is the process of putting marketing plans into action. Instructor’s Note: This topic is covered in greater detail in Exhibit 2-2. Control. Control deals with assessing and evaluating marketing performance. Marketing managers are responsible for seeing to it that an implemented strategy is working. Goals and objectives are typically set and one or more measures of progress are taken to assess performance. When performance falls short of expectations, it is up to the marketing manager to take corrective action. 2-3 A Marketing Strategy The Marketing Mix C Exhibit 2-2 Summary Overview As noted previously, strategic market planning is the managerial process of developing and maintaining a match between an organization’s resources and its market opportunities. Strategic market planning means finding these .

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Marketing strategy
• Four Ps of the Marketing Mix
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Marketing plans
• Developing innovative marketing plans
• Marketing information systems
• Marketing research process
• Marketing research
• Marketing problems
• Managing marketing’s link
• Marketing plan
• Marketing strategy planning
• Ethical Marketing
• Challenges facing marketers
• Marketing environment
• Competitive environment
• Integrated marketing communications
• Strategic distribution
• Controlling marketing plans
• Total quality management
• Marketing management process
• Marketing strategy planning process
• Forecasting market potential
• Channel systems
• Vertical Marketing systems