e视人苦 The Central Role of Strategic Planning Calls for action in three areas Managing a company's businesses as an investment portfolio Assessing each business's strength by the market's growth rate and the company' s position and fit in that market Establish strategy Most large companies consist of four organizational levels Corporate level Division level Business unit level Product level The marketing plan is the central instrument for directing and coordinating the marketing effort 2008-3-5 Marketing Management ( UG) 16
2008-3-5 Marketing Management (UG) 16 The Central Role of Strategic Planning • Calls for action in three areas: – Managing a company’s businesses as an investment portfolio. – Assessing each business’s strength by the market’s growth rate and the company’s position and fit in that market. – Establish strategy. • Most large companies consist of four organizational levels: – Corporate level. – Division level. – Business unit level. – Product level. • The marketing plan is the central instrument for directing and coordinating the marketing effort
e视人苦 Strategic Vs. Tactical Planning The strategic marketing plan lays out target markets and the value proposition The tactical marketing plan specifies the product, promotion, merchandising pricing, sales channels, and service 2008-3-5 Marketing Management ( UG) 17
2008-3-5 Marketing Management (UG) 17 Strategic vs. Tactical Planning • The strategic marketing plan lays out target markets and the value proposition. • The tactical marketing plan specifies the product, promotion, merchandising, pricing, sales channels, and service