Class Notes For A Preface to Marketing Management, 14th Edition

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Chapter 01-Strategic Planning and the Marketing Management Process1-1Chapter 1Strategic Planning and the MarketingManagement ProcessHigh-Level Chapter OutlineI. IntroductionII.The Marketing ConceptIII.What is Marketing?IV.What is Strategic Planning?A.Strategic Planning and Marketing ManagementB.The Strategic Planning ProcessOrganizational MissionOrganizational ObjectivesOrganizational StrategiesChoosing an Appropriate StrategyOrganizational Portfolio PlanC.The Complete Strategic PlanV.The Marketing Management ProcessA.Situation AnalysisB.Marketing PlanningC.Implementation and Control of the Marketing PlanD.Marketing Information Systems and Marketing ResearchVI.The Strategic Plan,theMarketing Plan, andOtherFunctional Area PlansA.Marketing’s Role in Cross-Functional Strategic PlanningDetailed Chapter OutlineI.The Marketing Concept•The marketing concept means that an organization should seek to make a profit by servingthe needs of customer groups.•The purpose of the marketing concept is to rivet the attention of marketing managers onserving broad classes of customer needs(customer orientation),rather than on the firm’scurrent products (production orientation) or on devising methods to attract customers to

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A Preface To Marketing Management b...

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