©2000 Prentice Hall Objectives  Corporate and division strategic planing  Business unit planning  The marketing process  Product level planning 

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Presentation transcript:

©2000 Prentice Hall Objectives  Corporate and division strategic planing  Business unit planning  The marketing process  Product level planning  The marketing plan

©2000 Prentice Hall Market-Oriented Strategic Planning Objectives Skills Resources Opportunities Profit and Growth

©2000 Prentice Hall Strategic-Planning, Implementation, and Control Process Measuring results Diagnosing results Taking corrective action ImplementationPlanning Corporate planning Division planning Business planning Product planning Organizing Implementing Control

©2000 Prentice Hall Sales 1050 Time (years Time (years ) The Strategic-Planning Gap Desired sales Desired sales Integrative growth Intensive growth Current portfolio Current portfolio Strategic-planninggap Diversificationgrowth Diversification growth

©2000 Prentice Hall Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid 4. Diversification 2. Market development New markets 1. Market penetration Existing markets Existing products 3. Product development New products

©2000 Prentice Hall The Marketing Plan Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls

©2000 Prentice Hall Competitors Marketing intermediaries Publics Suppliers Factors Influencing Company Marketing Strategy Marketing information system Marketing planning system Marketing organization system Marketing organization and implementation Product Promotion PlacePrice Target customersDemographic/economicenvironmentSocial/culturalenvironmentTechnical/physicalenvironmentPolitical/legalenvironment

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