Chapter2 company and marketing strategy

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5 Terms

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strategic planning

is the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities

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Steps in strategic Planning

1 defining the company mission 2 Setting company objective and goals 3 designing the business portfolio

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mission statement

is the organizations purpose what it wants to accomplish in the larger environment

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the business portfolio

is the collection of business and products that make up the company

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portfolio analysis

is when management evaluates the products and business that make up the company .