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Ch 15: Strategic Planning for Marketers

About This Chapter

Use these online video lessons and quizzes to study strategic planning in marketing. Learn about consumer and business products, product development, marketing strategies and business growth here.

Strategic Planning for Marketers - Chapter Summary

The video lessons in this chapter explain the concept and role of strategic planning for the business marketing of products. You will learn about business products and also examine various types of consumer products, including specialty, unsought and convenience products. These lessons explain what is required for product development and how business growth is defined in terms of marketing.

In this chapter's lessons, the steps in creating a successful marketing plan are covered, while other lessons give you in-depth looks at strategic planning for marketing and planning analysis. After completing this chapter, you should have an understanding of the following topics:

  • Types of consumer products, including convenience, specialty and unsought products
  • The definition of a business product
  • Identifying strategic alternatives for marketing
  • What constitutes business growth?
  • Steps involved in product development
  • Types of marketing strategies
  • Basics of a sound marketing plan

These concise, engaging video lessons are taught by experienced instructors who explain each topic in an enjoyable manner. The video tags included in each lesson make it easy to find and review key points without having to watch the entire presentation again. Written transcripts of the lessons are included, giving you another option for review. You can assess your knowledge with the multiple-choice quizzes that accompany the lessons.

6 Lessons in Chapter 15: Strategic Planning for Marketers
Test your knowledge with a 30-question chapter practice test
What is a Business Product: Definition for Marketers

1. What is a Business Product: Definition for Marketers

In this lesson, you'll find out the difference between a consumer product and a business product. You will also learn about the different business categories and seven types of business products.

Consumer Products: Convenience, Shopping, Specialty & Unsought Products

2. Consumer Products: Convenience, Shopping, Specialty & Unsought Products

In this lesson, you will learn the difference between business and consumer products. We will also discuss the different ways they can be classified, which include the areas of convenience, shopping, specialty and unsought.

How to Identify Strategic Alternatives in Marketing

3. How to Identify Strategic Alternatives in Marketing

Marketing managers must decide the type of strategic alternative that will be undertaken for their marketing plan. Managers can choose from four options to increase sales and profits.

Types of Planning: Strategic, Tactical, Operational & Contingency Planning

4. Types of Planning: Strategic, Tactical, Operational & Contingency Planning

This lesson will explain the four types of planning used by managers, including strategic, tactical, operational and contingency planning. Terms, such as single-use plans, continuing plans, policy, procedure and rule, will also be defined.

Planning as a Function of Management

5. Planning as a Function of Management

In this lesson, you will learn the role of planning as a function of management. Discover the advantages of and barriers to planning, and how it is used to achieve organizational goals.

Integrated Marketing Communication and the Marketing Plan

6. Integrated Marketing Communication and the Marketing Plan

In order to compete in today's difficult market, a marketing manager must create not just a promotional mix, but an integrated marketing communications plan. This is a coordinating plan of promotional messages for a product to ensure consistency. The product's promotional message should be consistent and create an overall integrated theme.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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