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47055387.docx Page 1 of 12  Notes  In Blue means either my notes based on text or notes from Dr. Aurand¶s in-class-discussion This checkmark & underlined means Dr. Aurand mentioned as a possible exam question  The Strategic Planning Process Most marketing plans have the same elements but now they are dynamic and should be able to change quickly. Familiarize yourself with the Balanced Scorecard. Marketing Plan ± One has to write an implementable plan. Most plans fail because they cannot be implemented. One of the metrics used to control a marketing plan is sales or profit. What cannot be measured cannot be managed  _Situation Analysis  _An in-depth analysis of the organization¶s internal and external environments  _ Marketing Plan  _A written document that provides the blueprint or outline of the organization¶s marketing activities, including the implementation, evaluation, and control of those activities  _Explains how the organization will achieve its goals and objectives  _Serves as a ³road map´ for implementing the marketing strategy . Not having this is like driving a car without knowing your destination.  _Instructs employees as to their roles and functions  _Provides specifics regarding the allocation of resources, specific marketing tasks, responsibilities of individuals, and the timing of marketing activities The Strategic Planning Process

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