STRATEGIC MARKETING AND PLANNING

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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
    • 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

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