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Lecture Notes for BMGT 350 - MARKETING PRIN & ORGANIZ with Boyd at Maryland (UMD)

Notes Information

Material Type:Class Note
Professor:Boyd
Class:BMGT 350 - MARKETING PRIN & ORGANIZ
Subject:Business and Management
University:University of Maryland
Term:Spring 2008
Keywords:
  • Continuous Scheduling
  • Continuous Media Schedule
  • Pioneering Advertising
  • Niche Competitive Advantage
  • Direct Retailing
  • Advertising Response Function
  • Lead Qualification
  • Nonprofit Organization Marketing
  • Gross Ratings Points
  • Loyalty Marketing Program
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Sample Document Text

Chapter 2 – Strategic Planning for Competitive Advantage I. The Nature of Strategic Planning i. Strategic Planning: Managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities ii. Goal is long-run profitability and growth, requires long-term commitment of resources b. What is a Marketing Plan? i. Planning: Process of anticipating future events and determining strategies to achieve organizational objectives in the future ii. Marketing Planning: Designing activities relating to marketing objectives and the changing marketing environment iii. Marketing Plan: A written document that acts as a guidebook of marketing activities for the marketing manager c. Why Write a Marketing Plan? i. Provides the basis by which actual and expected performance can be compared ii. Provides clearly stated activities that help employees and managers understand and work toward common goals iii. Allows marketing manager to enter the marketplace with an ...

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