Module 2 - Strategic Planning in Marketing
In the Spotlight
Figure 2.1 A team of marketing strategists brainstorm to develop a strategic plan. (credit: m...
2.1 Developing a Strategic Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define stra...
2.2 The Role of Marketing in the Strategic Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the ro...
2.3 Purpose and Structure of the Marketing Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
2.4 Marketing Plan Progress Using Metrics
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marke...
2.5 Ethical Issues in Developing a Marketing Strategy
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
Chapter Summary
This chapter explores the topic of marketing strategy in more detail. Strategy starts with unders...
Key Terms
BCG matrix Boston Consulting Group’s framework for analyzing an organization’s strategic busin...
Applied Marketing Knowledge: Discussion Questions
1. Your university annually evaluates the current and possible value of its strategic busin...
Critical Thinking Exercises
1. Like Clorox and Zoom, Peloton was poised to the seize market opportunities created by th...
Building Your Personal Brand
There are many brands that recognize the benefits of hiring brand ambassadors. Red Bull is one of...
What Do Marketers Do?
Consider the city where you live. Why do you live there? Why have businesses chosen to locate the...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Blue Zones When adventurer Dan Buettner set off around the world, riding his bike and visiting...
References
1. “About Us,” Contact Frito-Lay, PepsiCo, accessed June 5, 2022, https://contact.pepsico.c...