《市场营销》（英文版） Chapter 3 Market-Oriented Strategic Planning

Objectives Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan C2000 Prentice Hall

©2000 Prentice Hall Objectives Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan

Market-Oriented Strategic Planning Objectives Resources Skills Opportunities C2000 Prentice Hall

©2000 Prentice Hall Market-Oriented Strategic Planning Objectives Skills Resources Opportunities

Market-Oriented Strategic Planning Objectives Resources Profit and Growth Skills Opportunities C2000 Prentice Hall

©2000 Prentice Hall Market-Oriented Strategic Planning Objectives Skills Resources Opportunities Profit and Growth

Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses C2000 Prentice Hall

©2000 Prentice Hall Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses

The Marketing Plan Executive Summary Table of Contents Current Marketing Situation Opportunity Issue Analysis Obiectives Marketing Strategy Action Programs Projected Profit-and-loss Controls C2000 Prentice Hall

©2000 Prentice Hall The Marketing Plan Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls