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Chapter 2 Strategic Marketing Planning
1. Identify Viacom’s strategic business units. What are the major competitive advantages of each
SBU?
2. Follow the links to the various MTV networks (MTV, MTV2, mtvU, and Tr3s) and read about
their different audiences and marketing strategies. How do the MTV networks fit into Viacom’s
strategic planning process?
Exercise 2.2 American Red Cross http://www.redcross.org
1. Based on the Red Cross’s website, can you discern the agency’s marketing strategy? Is this
strategy consistent with its mission?
2. Does the Red Cross appear to be a customer-oriented agency? How is the company using its
website to build relationships with customers?
