Mktg4 Chap 2
CHAPTER 2 Strategic Planning for Competitive Advantage
Chapter Features
• Learning Outcomes • Chapter Outline • Key Terms • Review and Applications • Application Exercise • Ethics Exercise • Case Assignment • Supplemental Class Activity • Great Ideas for Teaching
Using this Manual
Chapter two includes ten learning outcomes that help students become more familiar with strategic planning for competitive advantage. The chapter outline provides detailed analysis of the ten learning outcomes, listing PowerPoint slides and review questions as they correspond to sections of the text. Answers and explanations for end-of-chapter exercises are included following the outline. Supplemental exercises for video, classroom, and group activities are also included throughout the manual to provide more ideas on instructional applications. The last section lists great ideas for teaching marketing from faculty from around the country.
Learning Outcomes
1 Understand the importance of strategic marketing and know a basic outline for a marketing plan
Strategic marketing planning is the basis for all marketing strategies and decisions By specifying objectives and defining the actions required to attain them, a marketing plan provides the basis on which actual and expected performance can be compared. Although there is no set formula or a single correct outline, a marketing plan should include elements such as stating the business mission, setting objectives, performing a situation analysis of internal and external environmental forces, selecting target market(s), delineating a marketing mix (product, place, promotion, and price), and establishing ways to implement, evaluate, and control the plan.
Although there is no set formula or a single correct outline, a marketing plan should include basic elements such as stating the business mission, setting objectives, performing a situation analysis of internal and
Chapter Features
• Learning Outcomes • Chapter Outline • Key Terms • Review and Applications • Application Exercise • Ethics Exercise • Case Assignment • Supplemental Class Activity • Great Ideas for Teaching
Using this Manual
Chapter two includes ten learning outcomes that help students become more familiar with strategic planning for competitive advantage. The chapter outline provides detailed analysis of the ten learning outcomes, listing PowerPoint slides and review questions as they correspond to sections of the text. Answers and explanations for end-of-chapter exercises are included following the outline. Supplemental exercises for video, classroom, and group activities are also included throughout the manual to provide more ideas on instructional applications. The last section lists great ideas for teaching marketing from faculty from around the country.
Learning Outcomes
1 Understand the importance of strategic marketing and know a basic outline for a marketing plan
Strategic marketing planning is the basis for all marketing strategies and decisions By specifying objectives and defining the actions required to attain them, a marketing plan provides the basis on which actual and expected performance can be compared. Although there is no set formula or a single correct outline, a marketing plan should include elements such as stating the business mission, setting objectives, performing a situation analysis of internal and external environmental forces, selecting target market(s), delineating a marketing mix (product, place, promotion, and price), and establishing ways to implement, evaluate, and control the plan.
Although there is no set formula or a single correct outline, a marketing plan should include basic elements such as stating the business mission, setting objectives, performing a situation analysis of internal and