Today’s ever-changing marketing environment, accompanied by unpredictable competitive actions, creates uncertainty for enterprises and presents dilemmas, challenges and problem situations that necessitate planning ahead in order to survive. Directional/strategic marketing planning presents a step-by-step approach to developing plans that give direction to future marketing actions.
Directional/strategic marketing planning begins with the marketing audit, which provides a clear understanding of the enterprise’s current position in the market, the nature of the opportunities and threats in the external environment, and the enterprise’s internal strengths and weaknesses. Once the basic directional market options available in the future have been determined, specific decisions that the marketer needs to make, given a range of specific plans, are discussed.
Contents include the following:
• Variables of the market environment
• Macroenvironmental factors
• Review of sustainable competitive advantages of the enterprise
• Marketing plan objectives
• The distribution function
• Enterprise-to-enterprise marketing
• The commercial services marketing mix
• Decision to enter a foreign market and collection of information
Directional/strategic marketing planning is aimed at third and fourth year marketing students.
1 Directional marketing planning in perspective
2 The marketing audit and swot analysis
3 Environmental scanning: the enterprise
4 Environmental scanning: the market
5 Environmental scanning: the macroenvironment
6 Evaluation of the enterprise’s current position and review of key policy decisions
7 Selection of a directional option, setting directional objectives and formulating guidelines for anew approach to the market
8 Marketing plan to support the overall market plan
9 Selected areas for directional marketing planning: distribution channels in wholesale and retail marketing
10 Selected areas for directional marketing planning: enterprise-to-enterprise marketing (e2e marketing)
11 Selected areas for directional marketing planning: commercial services marketing
12 Selected areas for directional marketing planning: international marketing, the field for international marketing and the enterprise’s readiness to enter international markets
13 Selected areas for directional marketing planning: international marketing – steps in international marketing, collection of information and planning the export cycle
14 Selected areas for directional marketing planning: international marketing – formulation of the international market and marketing plan
Supplementary material available for this title includes:
JPEGs of all figures and tables
Answers to the Discussion questions are being developed and will be made available during the course of 2017
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