What is Marketing? (Chapter 2)

Part One
Marketing
and Its
Environment



2
Strategic Planning

Copyright © Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook

, Chapter Learning Objectives
• To describe the strategic planning process
• To explain how organizational resources and
opportunities affect the planning process
• To understand the role of the mission statement
in strategic planning
• To examine corporate, business-unit, and
marketing strategies
• To understand the process of creating the
marketing plan


Copyright © Houghton Mifflin Company. All rights reserved. 2–2

, Chapter Outline
• Understanding the Strategic Planning Process
• Assessing Organizational Resources and
Opportunities
• Establishing an Organizational Mission and
Goals
• Developing Corporate and Business-Unit
Strategies
• Developing a Marketing Strategy
• Creating the Marketing Plan


Copyright © Houghton Mifflin Company. All rights reserved. 2–3

, Understanding the Strategic Planning
Process
• Strategic Planning
– The process of establishing an organizational mission
and formulating goals, corporate strategy, marketing
objectives, marketing
strategy, and a
marketing plan




Copyright © Houghton Mifflin Company. All rights reserved. 2–4