COMM 223 Lecture Notes - Lecture 2: Habitat, Sales Promotion, Strategic Planning
23 Jan 2017
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Chapter 2 & 3 company and marketing strategy & the marketing environment. Strategic planning is the managerial process of developing and maintaining a strategic fit between the organization and its changing marketing opportunities. It relies on: company mission an organization exists to accomplish something in the larger environment, and its specific purpose is usually stated clearly at the beginning but over time factors change. In order to keep all employees working towards one-goal companies form mission statements, which provide the employees with opportunity, direction significance and achievement: company objectives and goals each manager should know their responsibilities and objectives for accomplishment. You must develop strategies to support these objectives, and by doing so can broaden the marketing strategies. The objectives and goals must also be quantitative and specific: company growth strategy the want to grow in sales and profits give companies an opportunity to establish a growth rate to which they will pursue.
