Ebook Marketing and the concept of planning and strategy: Part 1
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Ebook Marketing and the concept of planning and strategy: Part 1
Planning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 years marketers have been presented with a series of philosophical approaches to marketing decision making. One widely used approach is the marketing concept approach, which directs the marketer tó develop die product offering, and indeed the entire marketing program, to meet the needs of the custo Ebook Marketing and the concept of planning and strategy: Part 1 mer base. key element in this approach is the need for information flow from the market to the decision maker. Another approach is the systems approacEbook Marketing and the concept of planning and strategy: Part 1
h, which instructs the marketer to view the product not as an individual entity but as just one aspect of the customer's total need-satisfaction systePlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 rm operates and that affect the success of the firm's marketing program. These environments frequently bear such labels as legal-political, economic, competitive, consumer, market structure, social, technological, and international.Indeed, these and other philosophical approaches to marketing decisi Ebook Marketing and the concept of planning and strategy: Part 1 on making are merely descriptive frameworks that stress certain aspects of the firm’s role vis-à-vis the strategic planning process. No matter what apEbook Marketing and the concept of planning and strategy: Part 1
proach a firm follows, it needs a reference point for its decisions that is provided by the strategy and the planning process involved in designing thPlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 between the strategic planning process and approaches to marketing decision making is depicted in Exhibit 1-1.Planning perspectives develop in response to needs that arise internally or that impinge on the organization from outside. During the 1950s and 1960s, growth was the dominant fact of the ec Ebook Marketing and the concept of planning and strategy: Part 1 onomic environment, and the planning processes developed during that time were typically geared to the discovery and exploitation of entrepreneurial oEbook Marketing and the concept of planning and strategy: Part 1
pportunities. Decentralized planning was the order of the day. Top management focused on reviewing major investment proposals and approving annual opePlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 Process and Approaches to MarketingDecision Makingwere occasionally put together, but they were primarily extrapolations and were rarely used for strategic decision making.Planning perspectives changed in the 1970s. With the quadrupling of energy costs and the emergence of competition from new quart Ebook Marketing and the concept of planning and strategy: Part 1 ers, followed by a recession and reports of an impending capital crisis, companies found themselves surrounded by new needs. Reflecting these new manaEbook Marketing and the concept of planning and strategy: Part 1
gement needs and concerns, a process aimed at more centralized control over resources soon pervaded planning efforts. Sorting out winners and losers, Planning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 fective strategic planning is virtually unchallenged in today’s business W'orld. A majority of the Fortune 1000 firms in the United States, for instance, now have senior executives responsible for spearheading strategic planning efforts.Strategic planning requires that company assets (i.e., resource Ebook Marketing and the concept of planning and strategy: Part 1 s) be managed to maximize financial return through the selection of a viable business in accordance with the changing environment. One very importantEbook Marketing and the concept of planning and strategy: Part 1
component of strategic planning is the establishment of the product/market scope of a business. It is within this scope that strategic planning becomePlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 ng capabilities, a new strategic role for marketing emerged. In this strategic role, marketing concentrates on the markets to serve, the competition to be tackled, and the timing of market entry/exit.CONCEPT OF PLANNINGThroughout human history, people have tried to achieve specific purposes, and in Ebook Marketing and the concept of planning and strategy: Part 1 this effort some sort of planning has always found a place. In modem times, the former Soviet Union was tile first nation to devise an economic plan fEbook Marketing and the concept of planning and strategy: Part 1
or growth and development. After World War II, national economic planning became a popular activity, particularly among developing countries, with thePlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 hest in planning its economic affairs. In the business world, Henri Fayol, the French industrialist, is credited with the first successful attempts at formal planning.Accomplishments attributed to planning can be summarized as follows:1.Planning leads to a better position, or standing, for the organ Ebook Marketing and the concept of planning and strategy: Part 1 ization.2.Planning helps the organization progress in ways that its management considers most suitable.3.Planning helps every manager think, decide, aEbook Marketing and the concept of planning and strategy: Part 1
nd act more effectively and progress in the desired direction.4.Planning helps keep the organization flexible5.Planning stimulates a cooperative, intePlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 jectives.7.Planning leads to socially and economically useful results.Planning in corporations emerged as an important activity in the 1960s. Several studies undertaken during that time showed that companies attached significant importance to planning. A Conference Board survey of 420 firms, for exa Ebook Marketing and the concept of planning and strategy: Part 1 mple, revealed that 85 percent had formalized corporate planning activity? A 1983 survey by Coopers & Lybrand and Yankelovich, Skelly, and White confiEbook Marketing and the concept of planning and strategy: Part 1
rmed the central role played by the planning function and the planner in running most large businesses? Although the importance of planning had been aPlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Ebook Marketing and the concept of planning and strategy: Part 1 A 1991 study by McDonald's noted tliat marketing planning is commonly practiced by companies of all sizes, and there is wide agreement on the benefits to be gained from such planning? A 1996 survey by the Association of Management Consulting Firms found that business persons, academics, and consult Ebook Marketing and the concept of planning and strategy: Part 1 ants expect business planning to be their most pressing management issue as they prepare to enter the next century?Some companies that use formal planEbook Marketing and the concept of planning and strategy: Part 1
ning believe that it improves profits and growth, finding it particularly useful in explicit objective setting and in monitoring results? Certainly, tPlanning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the Planning & StrategySubhash c. JainThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver theGọi ngay
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