STRATEGIC MARKETING AND PLANNING
- Created by: lisa_spratling
- Created on: 03-06-17 07:24
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- STRATEGIC MARKETING AND PLANNING
- Marketing management process
- Continual process
- Marketing audit to assess the current situation
- Setting marketing objectives
- Developing marketing strategy
- Implementing & monitoring of controls
- Planning types
- Strategic planning
- Overriding direction of the organisation
- Tactical planning
- Detailed planning of operations
- Contingency planning
- Outlining potential scenarios & the subsequent response of the organisation should an event arise
- Strategic planning
- Planning
- Incorporates diverse people & functions
- Horizontally
- Marketing
- Financial
- Personnel
- Vertically
- Individuals & strategic business units
- Marketing plan
- Executive summary
- Introduction
- Vision
- Mission
- SWOT analysis
- Marketing objectives
- Strategy
- Budget
- Controls
- Marketing management function
- Geographic borders
- Functional responsibility
- Product type
- Makret segment
- Depends on organisational structure & business sector
- Metrics
- Marketing share
- Penetration
- Repeat buying rate
- Competitor activity
- Mental & physical availability
- Defection rate
- Marketing management process
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