世界行销讲座之战略规划(ppt 19页)

世界行销讲座之战略规划内容摘要：
When you have completed your study of this chapter, you should be able to:
Explain the strategic planning process
Tell how firms gain a competitive advantage and describe the factors that influence marketing objectives
Describe the steps in the marketing planning process
Explain the factors involved in the implementation and control of the marketing plan
Types of Planning
Strategic planning: a managerial decision process that matches an organization’s resources and capabilities to its market opportunities for long term growth and survival
Tactical planning: a decision process that concentrates on developing detailed plans for strategies and tactics for the short term that support an organization’s long-term strategic plan.
Operational planning: a decision process that concentrates on developing detailed plans for day-to-day activities that carry out an organization’s tactical plans.
Cross-functional planning: an approach to tactical planning in which managers work together in developing tactical plans for each functional area in the firm, so that each plan considers objectives of the other areas.
Mission statement: a formal statement in an organization’s strategic plan that describes the overall purpose of the organization and what it intends to achieve in terms of its customers, products, and resources.
A mission statement should:
provide direction to all stakeholders as to why the organization exists.
be framed in terms that are neither too narrow or too broad
relate to a higher purpose other than just providing a return to shareholders(?)
match objectives to capabilities.
be revisited and updated as the organization changes
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