Marketing: Creating Value for Customers.


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Chapter 4 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Describe the process of strategic planning.
  2. Summarize the principles of business portfolio analysis.
  3. Discuss the role of marketing in strategic planning as it is carried out traditionally and withcross-functional teams.
  4. Identify the tasks of marketing management.
  5. Describe how marketers develop and evaluate marketing plans.
  6. Explain how forecasting supports the process of creating a marketing plan.
  7. Describe major types of forecasting.




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