Chapter 2 Flashcards — Strategic Planning in Marketing

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Last updated 10:12 PM on 9/9/26
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9 Terms

1
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Three main levels of strategic planning

  • Corporate-level,

  • business-level,

  • functional-level strategy


2
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Who is responsible for corporate-level strategy?

Top executives

3
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What falls under business-level strategy?

Strategic Business Units (SBUs).

4
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Strategic Business Unit (SBU)

A relatively independent division or unit of a larger company responsible for a particular group of products or activities

5
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What falls under functional-level strategy?

departmental level.

6
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what develops a marketing strategy

  • Target market(s),

  • marketing mix,

  • competitive advantage


7
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What document comes from the strategic marketing planning process?

The Marketing Plan

8
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Primary function of the strategic marketing planning process

To allocate resources

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Goals of the strategic marketing planning process

  • Accomplish objectives,

  • deliver value,

  • be competitive