Marketing, planning and strategy
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Marketing, planning and strategy
Marketing, planning and strategy
Three women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy ed 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 customer base. key element in this appr Marketing, planning and strategy oach is the need for information flow from the market to the decision maker. Another approach is the systems approach, which instructs the marketer toMarketing, planning and strategy
view the product not as an individual entity but as just one aspect of the customer's total need-satisfaction system. A third approach, the environmeThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy ccess 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 decision making are merely descriptive f Marketing, planning and strategy rameworks that stress certain aspects of the firm’s role vis-à-vis the strategic planning process. No matter what approach a firm follows, it needs aMarketing, planning and strategy
reference point for its decisions that is provided by the strategy and the planning process involved in designing the strategy. Thus, the strategic plThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy ocess 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 economic environment, and the planni Marketing, planning and strategy ng processes developed during that time were typically geared to the discovery and exploitation of entrepreneurial opportunities. Decentralized planniMarketing, planning and strategy
ng was the order of the day. Top management focused on reviewing major investment proposals and approving annual operating budgets. Long-range corporaThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy g Decision 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 quarters, followed by a recession and Marketing, planning and strategy reports of an impending capital crisis, companies found themselves surrounded by new needs. Reflecting these new management needs and concerns, a procMarketing, planning and strategy
ess aimed at more centralized control over resources soon pervaded planning efforts. Sorting out winners and losers, setting priorities, and conservinThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy ually unchallenged in today's business world. 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., resources) be managed to maximize financial Marketing, planning and strategy return through the selection of a viable business in accordance with the changing environment. One very important component of strategic planning isMarketing, planning and strategy
the establishment of the product/market scope of a business. It is within this scope that strategic planning becomes relevant for marketers.’ Thus,MarThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy le 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 this effort some sort of planning h Marketing, planning and strategy as always found a place. In modem times, the former Soviet Union was tile first nation to devise an economic plan for growth and development. After WoMarketing, planning and strategy
rld War II, national economic planning became a popular activity, particularly among developing countries, with the goal of systematic and organized aThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy rs. 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:1Planning leads to a better position, or standing, for the organization.2Planning helps the organiza Marketing, planning and strategy tion progress in ways that its management considers most suitable.3Planning helps every manager think, decide, and act more effectively and progress iMarketing, planning and strategy
n the desired direction.4Planning helps keep the organization flexible5Planning stimulates a cooperative, integrated, enthusiastic approach to organizThree women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy 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 example, revealed that 85 percent had formali Marketing, planning and strategy zed corporate planning activity? A 1983 survey by Coopers & Lybrand and Yankelovich, Skelly, and White confirmed the central role played by the planniMarketing, planning and strategy
ng function and the planner in running most large businesses? Although the importance of planning had been acknowledged for some time, the executives Three women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy rketing 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 consultants expect business planning to be their Marketing, planning and strategy most pressing management issue as they prepare to enter the next century?Some companies that use formal planning believe that it improves profits andMarketing, planning and strategy
growth, finding it particularly useful in explicit objective setting and in monitoring results? Certainly, the current business climate is generating Three women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presente Marketing, planning and strategy ight out of ten respondents as a key to implementing the chief executive officer's (CEO) chosen strategy.7 Today most companies insist on some sort of planning exercise to meet the rapidly changing environment. For many, however, the exercise is cathartic rather than creative. Marketing, planning and strategy Three women anda goose make a marketplace.Italian ProverbMarketing and the Concept of Planning and StrategyOver the years marketers have been presenteGọi ngay
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