tailieunhanh - acca paper f1 accountant in business phần 2

Vì vậy, mối quan hệ giữa tiếp thị và quản lý chiến lược là những gì? Hai là liên quan chặt chẽ vì có thể là không có kế hoạch công ty không liên quan đến sản phẩm / dịch vụ và khách hàng. Kế hoạch chiến lược của công ty nhằm mục đích để hướng dẫn sự phát triển chung của một tổ chức. | Marketing strategy and corporate strategy So what is the relationship between marketing and strategic management The two are closely linked since there can be no corporate plan which does not involve products services and customers. Corporate strategic plans aim to guide the overall development of an organisation. Marketing planning is subordinate to corporate planning but makes a significant contribution to it and is concerned with many of the same issues. The marketing department is probably the most important source of information for the development of corporate strategy. The corporate audit of product market strengths and weaknesses and much of its external environmental analysis is directly informed by the marketing audit. Specific marketing strategies will be determined within the overall corporate strategy. To be effective these plans will be interdependent with those for other functions of the organisation. a The strategic component of marketing planning focuses on the direction which an organisation will take in relation to a specific market or set of markets in order to achieve a specified set of objectives. b Marketing planning also requires an operational component that defines tasks and activities to be undertaken in order to achieve the desired strategy. The marketing plan is concerned uniquely with products and markets. Marketing management aims to ensure the company is pursuing effective policies to promote its products markets and distribution channels. This involves exercising strategic control of marketing and the means to apply strategic control is known as the marketing audit. Not only is the marketing audit an important aspect of marketing control it can be used to provide much information and analysis for the corporate planning process. Exam focus point The relationship between marketing and the overall strategic plan is specified in the Study Guide. The marketing function has been highlighted by the examiner as one of particular .