营销课件第二章.docVIP

CHAPTER 2 STRATEGIC PLANNING AND THE MARKETING PROCESS CONCEPT CONNECTIONS CHAPTER OVERVIEW 1. Explain companywide strategic planning and its four steps. 2. Discuss how to design business portfolios and growth strategies. Explain functional planning strategies and assess marketing’s role in strategic planning. 4. Describe the marketing process and the forces that influence it. 5. List the marketing management functions, including the elements of a marketing plan. To meet changing conditions in their industries, companies need to look ahead and develop long-term strategies. Strategic planning involves developing a strategy to meet competition and insure long-term survival and growth. The marketing function plays an important role in this process in that it provides information and other inputs to help in the preparation of the organization’s strategic plan. Strategic planning is described as the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. Strategic planning sets the stage for the rest of the planning in the firm. Formally, strategic planning consists of developing a company mission (to give it direction), objectives and goals (to give it means and methods for accomplishing its mission), business portfolio (to allow management to utilize all facets of the organization), and functional plans (plans to carry out daily operations from the different functional disciplines). Since most companies are interested in growth, this chapter explores several growth alternatives within the context of strategic planning and portfolio analysis. The product/market expansion grid shows four avenues for growth: market penetration, market development, product development, and diversification. No matter how well the strategic planning process has been designed and implemented, success depends on how well each department performs its customer-value-adding activities and how we