TAILIEUCHUNG - Lecture Basic Marketing: A global managerial approach - Chapter 3: The changing marketing environment

When you finish this chapter, you should: Know why company objectives are important in guiding strategic market planning, see how the resources of a firm affect the search for opportunities, know the variables that shape the environment of strategic market planning, know how the different kinds of competitive situations affect strategic planning. | Chapter 3: The Changing Marketing Environment The Importance of Objectives Setting Company Objectives Provide Guidelines Coordinate Effort Lead to Marketing Objectives Be Explicit 3-2 Summary Overview The five basic areas of the marketing environment were first introduced in Chapter 2. Marketing strategy should be planned while considering each area and how each area interacts with and is in turn affected by each other area. This is especially true when top management sets objectives for the company. Setting Objectives Objectives Provide Guidelines. A company’s objectives should accomplish the following: 1. Engage in specific activities that will perform a socially and economically useful function. 2. Develop an organization to carry on the business and implement its strategies. 3. Earn enough profit to survive. Social good and economic viability are inter-related. A firm’s organization -- its infrastructure, the way it is set up, must be created and coordinated to support the firm’s strategies. Profit, as noted earlier, is necessary for continued operation. Objectives Should Be Explicit. A firm must develop its own specific objectives. Whenever possible, objectives should be quantified and related to time deadlines. Coordinated Effort. The whole firm should work toward the same objectives. Top management is responsible for choosing objectives that are compatible, or frustrations and failures are likely to occur as separate areas work at cross purposes. Lead to Marketing Objectives. Company objectives provide the larger framework for setting marketing objectives. Because marketing activities produce sales and revenue, it is very useful to have marketing managers involved in objective setting at as many levels as is appropriate. Additionally, marketing objectives should be set for each marketing strategy and should be as detailed as possible through each area of the marketing mix and their respective sub-areas. A Hierarchy of Objectives 3-3 R&D Objectives HR .

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Marketing environment
• Competitive environment
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Marketing plans
• Developing innovative marketing plans
• Marketing strategy
• Four Ps of the Marketing Mix
• Marketing information systems
• Marketing research process
• Marketing research
• Marketing problems
• Managing marketing’s link
• Marketing plan
• Marketing strategy planning
• Ethical Marketing
• Challenges facing marketers
• 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