BU352 Chapter 2: Developing a Marketing Plan & Marketing Strategies
Document Summary
Chapter 2 developing a marketing plan & marketing strategies. 1 | n a t a s h a p a r k. Implementation phase: marketing managers identify and evaluate different opportunities( positioning. They then develop and implement the marketing mix (4) by using the four ps. Important that everyone involved in implementation knows the overall objectives for the firm are and how to meet them. Other stakeholders, such as investors, also want to know the firm"s plans: written plan also provides a reference point for evaluating whether or not the firm met its goals. 2 | n a t a s h a p a r k. 2013. not always necessary to redo whole process for every evaluation (step 5) ex: evaluate performance in step 5 & go directly to step 2 to do situation analysis without redefining mission. Most firms want to max shareholders" wealth by increasing value of the firm"s stock and paying dividends.
