Transcription of Marketing Strategy 2
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Marketing Strategy 2
41 CHAPTER2 Marketing StrategyLearning ObjectivesLearning ObjectivesAfter reading this chapter, you should be able to: Understand the scope of strategic Marketing planning Identify broad organizational market Strategy alternatives Describe the value of alternative portfolio models Appreciate the factors that affect the level of competitive intensity within an industry Understand the essential components of Marketing Strategy formulationnStrategic Planning ProcessIn order to respond to the opportunities and challenges of the marketplace, most or-ganizations engage in a process of strategic planning.
in the early 1950s when the United States was witnessing a rapidly growing birthrate. An aging population, however, as shown in FIGURE 2-4, might necessitate some revi-sions to that mission. A review of this environmental position might lead Gerber to make some basic strategic changes. 2
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