Learning Objectives
      Understand the importance of strategic planning
      Define strategic business units (SBUs)
      Explain business planning and its three levels
      Describe the steps in strategic planning
      Describe the steps in marketing planning 
      Understand a basic outline for a marketing plan
                                                                     2-2
      The Marketing Plan
     Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
         What is Business Planning?
            Composing the Big Picture
    Business Planning: 
         Ongoing process of making decisions  
         that guides the firm both in the short 
         term and for the long term
            Identifies/builds on firm’s strengths
            Helps managers make informed decisions
            Develops objectives before action is taken
                                                                     2-4
                                          Marketing and 
                                          Marketing and 
                                                                 Ethics
                                                                 Ethics
                                                   Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
                Ethics Is Up Front 
            in Marketing Planning
     Business ethics: 
        •Basic values that guide a firm’s 
           behavior
     Code of ethics: 
        •Written standards of behavior to which 
           everyone in the organization must 
           subscribe
     Difference between value, morals, 
        ethics (see supplemental PPT)
                                                                     2-6