Principles of Marketing A.Y. 2012 -2013
ASSIGNMENT 1 for Midterm
Chapter 2 Company and Marketing Strategy:
Partnering to Build Customer Relationships
Chapter Outline Questions
Answer the following questions. Write your answers on your respective MARKETING 1 notebook. 1. Define strategic planning. Discuss the steps involved.
2. What are the differences between goal and objective? Cite specific examples. 3. Define marketing strategy. Discuss the steps in formulating marketing strategy. 4. Draw an illustration of product/market expansion grid strategies. Why is it relevant and how is it used? 5. Marketing analysis: SWOT/TOWS analysis of each product.
a. National Bookstore
b. Merriam & Webster Bookstore
6. What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method. 7. What does the term "value-delivery network" mean? Explain 8. Explain why, according to the authors of your text, the four Ps concept of the marketing mix takes a seller's view of the market, not the buyer's view. How should marketers consider the buyer's view? 9. Define marketing planning. Briefly outline the major steps in a marketing plan. 10. Marketing departments are organized in several ways. Discuss the most common forms of marketing organizations.
*Note: Always cite your sources or references
Principles of Marketing by Philip Kotler, 13th Edition, 2009, Pearson Education, Inc. Principles of Marketing by Roberto Medina, Revised Edition, 2008, Rex Bookstore, Inc.
ASSIGNMENT 2 (Group) for BGA activity also for next meeting
Please bring the following:
*2 Manila papers
Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. In order to determine the direction of the organization, it is necessary to understand its current position and the possible avenues through which it can pursue a particular course of action. Generally, strategic planning deals with at least one of three key questions: "What do we do?"
"For whom do we do it?"
"How do we excel?"
In many organizations, this is viewed as a process for determining where an organization is going over the next year or—more typically—3 to 5 years (long term), although some extend their vision to 20 years. STRATEGIC PLANNING AND MARKETING PROCESS
1.) Strategic planning
The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities is called Strategic planning. Planning is basically concerned with what are we going to do and how are we going to do it? Organizations, which are not able to perform the effective planning, are actually planning for failures. To meet changing conditions in their industries, companies need to be farsighted and visionary, and must develop long-term strategies. Strategic planning involves developing a strategy to meet competition and ensure long-term survival and growth. The marketing function plays an important role in this process in that it provides information and other inputs to help in the preparation of the organization’s strategic plan. Planning is performed to: • Address changing environment and consumers
• Develop shared goals within organization
• Address competitive threat
• To anticipate the future
• Determine actions that are needed to achieve objectives
Strategic planning is mainly of three types:
(1) Strategic Planning:
Major activities in strategic planning process include developing the company's goals and plans. Typically strategic planning focuses on long-term issues and emphasizes the survival, growth, and overall effectiveness of the organization. (2) Tactical Planning:
Tactical planning is concerned with translating the general goals and...
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