Chapter 2: Strategic Planning

Learning Objectives

  1. Understand the role marketers play in the strategic planning process
  2. Be able to classify strategic business units into their proper portfolio quadrant and to understand the characteristics of those quadrants
  3. Apply the appropriate growth strategy to each SBU in order to achieve organizational goals


Marketing is an important part of any organization.  However, it is a support function meaning marketing’s role is to help the organization achieve its goals. To understand marketing’s functions, we must first understand its role.  This chapter will examine the organization’s strategic planning process, where marketing contributes to the process, and how marketing uses the results of the process.


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