Marketing Discussion Questions
1. Most discussions of marketing
strategy focus on large businesses like Procter & Gamble. Is it practical
for small businesses to develop offensive strategic market plans or defensive strategic
market plans? Why? What role could offensive and defensive strategic market
plans play in the short- and long-run performance of a small business? Should
small businesses balance of offensive and defensive plans? Why?
2. Tactical marketing plans are
the Ý|uts & bolts?action steps used to achieve the strategic market
planning process. Should the manager develop the marketing budget based on the
tactical marketing plan or the strategic market plan? (Let the debate begin!)
How would the tactical marketing plan and marketing budget for a strategic
market plan to grow market share (offensive) differ from those of an optimize
position strategic market plan to reduce share?
3. How does a business create a
forecast of its future performance based on the strategic market plans for each
product-market it intends to serve over a given planning horizon? Will this
process vary if the product is a service or a good? Do you really think most
companies forecast their performance in an orderly, structured manner?