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CHAPTER 2
Planning, Implementing, and Evaluating
Marketing Strategies
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 18
Lecture Outline
IRM, p. 19
Discussion Starters
IRM, p. 28
Class Exercise
IRM, p. 30
Semester Project
IRM, p. 33
Answers to Developing Your Marketing Plan
IRM, p. 34
Answers to Discussion and Review Questions
IRM, p. 35
Comments on the Cases
IRM, p. 37
Video Case 2.1
IRM, p. 37
Case 2.2
IRM, p. 38
Strategic Case 1
IRM, p. 39
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Note: Additional resources may be found on the accompanying student and instructor websites at
PURPOSE AND PERSPECTIVE
This chapter focuses on strategic planning. We begin this chapter with an overview of the strategic
planning process. Next, we examine the process of strategic planning and the importance of missions and
goals, corporate and business-unit strategies, and resources and opportunities to an organization’s
strategy. We then explore how to implement the marketing strategy and the creation of the marketing
plan. These elements provide a framework for an analysis of the development, implementation, and
evaluation of marketing strategies, as we will see throughout the remainder of this book.
LECTURE OUTLINE
I. Introduction
A. Strategic marketing management is the process of planning, implementing, and evaluating the
performance of marketing activities and strategies, both effectiveness and efficiency.
B. The overall goal of strategic marketing management is to facilitate desirable customer
relationships and reduce costs.
II. The Strategic Planning Process
A. With competition increasing, firms must spend more time planning—determining how to use
resources and capabilities to achieve objectives and satisfy customers.
B. The process of strategic planning helps a firm establish an organizational mission and formulate
goals; corporate strategy, marketing objectives, and marketing strategy (see Figure 2.1).
