Principles of Marketing, 17/e

2 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

In Chapter 1, we defined marketing and outlined the steps in the marketing process. In this chapter, we examined company-wide strategic planning and marketing’s role in the organization. Then we looked more deeply into marketing strategy and the marketing mix and reviewed the major marketing management functions. So you’ve now had a pretty good overview of the fundamentals of modern marketing.

Objective 2-1 Explain company-wide strategic planning and its four steps. (pp 40–42)

Strategic planning sets the stage for the rest of the company’s planning. Marketing contributes to strategic planning, and the overall plan defines marketing’s role in the company. ...