Resorces and Capabilities

Target Customers

Competitors

The external environment

Vision

Mission

Values

Organizational Goals

Organization/Corporate Strategy

A series of logical steps to beworked through to arrive at amarketing plan

Phases of those steps

Organizations set out its vision,mission and values

Measurable corporate goals are stablished

Analysis of the strategic context andresources available

Determination of strategies andprobable outcomes

Set SBUs if the organization is big

Each business and/or offering developsfunctional and competitive strategies andplans

The plan is implemented and theresults are measured

Sequential processinvolving a series of activitiesleadingto the setting of marketing objectivesand theformulation of plans for achieving them

Executive summary

Overall Objectives

product/market background

Marketing analysis

Marketing strategies

marketing goals

Marketing programmes

Implementations

Supporting documentation

Timespecifific

Culturespecific

Partial

Latent

Internally Consitent

Strategy Specific

Person Specific

The structre and type of marketing function and thedegree to which marketing orientation prevails acrossthe organization

The amount of available finatialrsources and how they are distributes

Marketing Metrics

Types of Marketing Organization

Finance and Budgeting

Marketing Metrics

Strategic Marketing Goals

Strategic Marketing Action

How firms engage strategically withtheir chosen markets?

Perspectives on the subject

effectiveness and efficiency

dream: be effecient and effective