Chapter 2: Strategic Planning and the Marketing Process
Objectives and Summary

Principles of Marketing

Chapter Objectives

  1. Explain company-wide strategic planning and its four steps.
  2. Discuss how to design business portfolios and growth strategies.
  3. 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.

Chapter Overview

Strategic planning sets the stage for the rest of the planning in the firm. Marketing contributes to strategic planning, and the overall plan defines marketing's role in the company. Although formal planning offers a variety of benefits to companies, not all companies use it or use it well. Many discussions of strategic planning focus on large corporations. However, small business also can benefit greatly from sound strategic planning.

Chapter Summary

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