ADMS 2200 Chapter Notes - Chapter 2: Bes, Prkce, Marketing Mix

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Louise Ripley

Document Summary

Chapter 2: company and marketing strategy: partnering to build customer relationships. Company-wide strategic planning: defining marketing"s role: strategic planning the process of developing and maintaining a strategic fit between the organization"s goals and capabilities and its changing marketing opportunities. Involves adapting the firm to take advantage of opportunities in its constantly changing environment: company starts the strategic planning process by defining its overall purpose and mission. The mission is then turned into detailed supporting objectives that guide the whole company. Marketing planning occurs at the business-unit, product, and market levels. Steps in strategic planning: defining the company mission, setting company objectives and goals (corporate level, designing the business portfolio (corporate level, planning marketing and other functional strategies (business unit, product and market level) This can be accomplished by answering these questions: Mission statement- a statement of the organization"s purpose- what it wants to accomplish in the larger environment.