市场营销战略计划(英文版).ppt

Marketing Strategic Planning Marketing Planning: The Basics for Strategy and Tactics Planning: Process of anticipating future events and conditions and of determining the best way to achieve organizational goals Marketing planning: Implementing planning activities devoted to achieving marketing objectives Strategic Planning versus Tactical Planning Strategic planning: Process of determining an organization’s primary objectives and adopting courses action that will achieve those objectives Tactical planning: Process that guides the implementation of activities specified in the strategic plan. Strategic Planning versus Tactical Planning Top management Greater proportions of their time engaged in planning Usually focus their planning activities on long-range strategic issues Middle level managers Focus on operational planning; creating and implementing tactical plans Supervisors Developing the specific programs to meet goals in their areas of responsibility Steps in the Marketing Planning Process Defining the Mission of the Organization Mission: the essential purpose that differentiates one company from others The mission statement specifies the organization’s overall goals and operational scope and provides general guidelines for future management actions Determine Organizational Objectives An organization lays out its basic objectives, or goals, in its mission statement These objectives in turn guide development of supporting marketing objectives and plans Well-developed objectives should state specific, quantitative intentions along with deadlines for achieving them Assessing Organizational Resources and Evaluating Environmental Risks and Opportunities This step involves a back-and-forth assessment of strengths, risks, and available opportunities. Formulating, Implementing, and Monitoring a Marketing Strategy Marketing strategy: a firm’s overall program for selecting and satisfying a target market A marketing strategy is aimed at satisfying consumers in the