Bus169 Kotler Chapter 02

Strategic Marketing and Planning 0

Chapter Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],0

Marketing Process ,[object Object],[object Object],0

Strategic Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],0

Strategic Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0

Strategy Hierarchy ,[object Object],[object Object],[object Object],[object Object],[object Object],0

Figure 2.1 The Strategy Hierarchy

Marketing Management and Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The company's overall mission and objectives are defined by the: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing or Business Plan? ,[object Object],[object Object],[object Object],[object Object],[object Object],0

Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0

Figure 2.2 Analysis, Planning, Implementation and Control

Table 2.1 Contents of a Marketing Plan

Nature and Contents of a Plan ,[object Object],[object Object],[object Object],[object Object],0

The Nature and Contents of a Marketing Plan ,[object Object],[object Object],[object Object],0

The Nature and Contents of a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Nature and Contents of a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],0

The Nature and Contents of a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0

The Nature and Contents of a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],0

Action programs outline: ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Nature and Contents of a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Evaluating the Marketing Plan 0

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cont’d 0

[object Object],[object Object],[object Object],[object Object],[object Object],Implementing Marketing Plan 0

[object Object],[object Object],[object Object],[object Object],[object Object],Reasons For Poor Implementation of Marketing Plans 0

Factors For Successful Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],0

Department organisation ,[object Object],[object Object],[object Object]

Figure 2.3 Functional Organisation

Figure 2.4 Geographic Organisation

Figure 2.5 Project Management Organisation

Table 2.3 Possible Future Scenarios for Brand Management

Controlling and Evaluating Performance ,[object Object],[object Object],[object Object]

Controlling and Evaluating Performance ,[object Object]

Figure 2.6 The Control Process

Which of the following is not part of a corporate strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object]

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