 |  Basic Marketing: A Global Managerial Approach, 10/e Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
Developing Innovative Marketing Plans
Chapter ObjectivesWhen you finish this chapter, you should:
| Know the content of and differences among strategies, marketing plans, and a marketing program. |
| | | | Know how to use S.W.O.T. analysis and other planning approaches to zero in on a marketing strategy that fits the firm's objectives and resources and meets customers' needs. |
| | | | Understand why the product classes and typical mixes are a good starting point for planning. |
| | | | Understand the basic forecasting approaches and why they are used to evaluate the profitability of potential strategies. |
| | | | Know what is involved in preparing a marketing plan, including estimates of costs and revenue and specification of other time-related details. |
| | | | Understand the different ways a firm can plan to become involved in international marketing. |
| | | | Understand the important new terms (shown in the margins). |
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2002 McGraw-Hill Higher Education