Strategic Planning Process

Many factors influence and help shape a business. Managers, when attempting to assess a firms performance, must fully understand a laundry list of interrelated issues. The Strategic Planning Process is a way in which managers can illustrate the potential strengths, opportunities, threats, and weaknesses of an organization. An important aspect of this process is to analyze the business environment in which competition, economic, political, legal and regulatory, technological, and sociocultural factors, to some extent dictate how a business operates. Along with understanding the macro-environment, managers must assess available financial and human capabilities, identify opportunities in the market place, attempt to match core competencies to opportunities resulting in competitive advantage, as well as establish a mission and formulate goals, corporate strategy, and objectives. The Strategic Planning Process is an integral part of helping a business sustain advantages over long periods of time.

Online Privacy

Despite the convenience and easy use of the Internet, it has its downfalls. Personal information such as age, gender, living arrangements, and even social security numbers can be accessed by almost anyone (that has the know-how to do it). From sites such as Facebook and Flickr, people, mostly researchers, are able to see and use patterns to better understand individuals and what they do. Personally, this makes me very weary of typing in my personal information and sending it over the Internet. Unfortunately, the Internet has become an integral part of society and some people have taken advantage (for the worse) of the situation.

AMA Statement of Ethics

John Smith should sell the names. However, he should be truthful and it would be in his best interest to notify his customers that he will be doing this. There is nothing specific (that I saw) that says that it is "illegal" to provide a company with useful marketing data, especially when the company is interested in a particular market. Not only will the money be helpful for John but also, the future relationship he could potentially have with the car dealership. Networking with other firms can be very beneficial. Is John Smith morally obligated, to protecting his customers information?

In response to Jeremy Jordon's Post DRM

It seems like DRM, however beneficial or detrimental, must be incorporated into products. Companies use techniques like this to try and protect their products or services as much as possible, for as long as possible. It is almost inevitable, that someone will eventually hack the program and ruin it for everyone. I have never personally dealt with a DRM problem but I can understand how it would be a hassle. Is it possible for a company to completely protect their product or service from imitators or people who can potentially steal their information?

Marketing Research

Research is a very important aspect of a marketing plan. Marketing research is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific problems or take advantage of opportunities. (Text 116) Gathering data allows marketers to better inform potential customers of products or services. Marketers, when trying to create value for their company, need to take a whole list of factors into consideration when implementing a plan. When collecting information, marketers want to be careful that the data is valid and was received from a reliable source. If not, the data could be skewed, potentially ruining all hopes of taking an advantage of an opportunity. There are various methods in which to collect data. All of which, should help add value for the company. How can marketers be sure, that the data they have collected is in fact valid and reliable?

In Response to Liz Allaire's Post

I agree, the Internet has become an integral part of society. Technology allows information to be accessed and transfered immediately. Marketers want to take advantage of this highly profitable opportunity. The articles discuss ways in which firms experimenting with Internet technology can cut costs and innovate. What other firms demonstrate beneficial use of the Internet?

Electronic Marketing (Articles)

As technology continues to advance, marketers have to adapt to changes in the environment. The Internet provides individuals with instant information about almost all topics imaginable. Not only, is the Internet reasonably easy to use, it is cheap. For instance, Alicia Settle of Per Annum Inc. saw a decreases in expenses, after making the shift from direct mail to e-mail. (Evans) This, on a side note, leads to some environmental issues such as, saving paper. However, William Kapas of J.C. Kapas Real Estate Co. stated, "I think it is easier to delete electronic junk mail without taking a second look." (Evans) The implication being: tangible mail potentially has more influence on consumer actions, than does electronic mail. For example, Peter Taffae founder of Exectutive Perils, stopped sending their humorous postcards to clients. The cost of such was very expensive, 4,000 dollars every four to six weeks. However, after Taffae found out the cards add value to the firm and influence business contracts, he reconsidered his decision. (Evans)

More recently, managers and marketers have been collaborating with technological firms, in order to provide consumers with information about specific products. For example, magazines like Esquire and Star are adding interactive graphics or bar codes to their articles and adds. (Clifford) Consumers need a cell phone, with the applications to scan or take pictures, as well as an Internet connection. The idea behind it is that: a consumer will see a product he or she likes in a magazine, can scan or take a photo of the product, and will then be connected to a website in which an extensive amount of information regarding the product is displayed. (Clifford)

Technology is keeping managers and marketers on their toes in this ever changing environment. They must be aware of trends and especially costs when trying to implement new value adding strategies. Will scanning bar codes and taking pictures out of magazines be a new fad/trend practiced by consumers?

In Response to Meghan Hardy's Post

"Do you think that the opening ceremony was a chance for Canada to attract tourists?"

What a perfect opportunity to display the "good" qualities of a particular country. Canadian marketers strategically used television to promote their unique culture and customs. The elaborate ceremony, will ideally, attract more people, potentially increasing profits for Canadian businesses. I am sure the the ceremony was intended to attract not only tourists but many other people with differing agendas and priorities. What are some other ways in which a country can promote itself?

Global Markets

As the world becomes "smaller", it becomes more competitive. Companies operate around the globe and have to appeal to many different cultures. Firms that take advantage of this opportunity reap the benefits. For example, Wal-Mart operates over 6,500 stores in fifteen countries, while Starbucks owns over 12,000 shops in thirty-seven countries. (Text 93) There are many new markets in which to sell products. A lot of people want/need/desire certain products, services, and ideas. Marketers have to always remember the environmental forces when moving to new regions. Does outsourcing have any benefits?

In Response to Meghan Hardy's Post

"Have Superbowl commercials gone too far?"

The commercials aired during the Superbowl are traditional, in a sense. Every year, large companies make short humorous ads in which to promote their products. The cost of the ads are very expensive. Ads typically display (but are not limited to): beer, soda, snacks, and cars. The majority audience is typically males who, I assume, want to eat and drink during the game. I think that the price of ads has gone too far. Has placing an ad during the Superbowl become a symbol of status?

Marketing and the Internet

The Internet has redefined business as we know it. Through E-commerce and E-marketing, marketers can reach a vast array of new markets in which to sell more products. Businesses and information are accessible to the public, right from their own homes. Marketers have been constantly refining their techniques when creating, distributing, promoting, and pricing products for targeted customers over the Internet.

The Internet also allows for instant feedback from customers. Customers can post their comments, concerns, and opinions at anytime, from anywhere, during the day. Instead of businesses using questionnaires to gather valuable consumer information, they can now quickly and effectively take consumer statements and opinions into consideration.

Marketers that realize changes in the environment, will help their organizations prosper. How does the Internet hinder how a business operates?

B- Entry. Im response to Elizabeth VanWyck

I agree. Businesses that redesign their goals and objectives, in which the environment is of higher priority, will benefit in the long run. Since "going green" is the new trend, companies that fail to accommodate the environment in their marketing plans will surely feel the economic effects. Companies that do recognize the environment, in which waste and emission levels are decreased, will be patronized.

I think that this is a perfect time for marketers to test their skills. It will be very easy to distinguish between companies that have "caught on" from the ones who have not. What are some ways marketers can promote decreasing waste, from within the company?

"Is environmentalism more of an opportunity or threat for marketers?"

A new trend is on the rise in which green is the new black. Predictions and skepticism have the world on edge and are making people think twice, in regards to environmental issues. However, I personally see this as an opportunity for marketers. Throughout history, societies have exploited their resources to such an extent that, migration, famine, social injustices, and war were all likely outcomes. For example: Easter Islanders, Vikings, Russians, and the United States (to name a very few).

If marketers want their companies to thrive, they must change the attitudes and lifestyles of a majority of people. By using internal and external marketing schemes, marketers can help push the "Green Mentality". Companies that want to survive in this ever changing environment must use marketing strategies that promote social and environmental well being. Companies that fail in this area or make false claims (greenwashing) will suffer the consequences, possibly even go out of business.

I recently read a book called Mid-Course Correction by Ray Anderson; he is an entrepreneur in the Carpet industry. Interface, Anderson's company, is revolutionizing not only his own industry but is inspiring others to jump on this "Green-wagon". He stresses how leasing products rather than selling them will dramatically lower waste. He calls attention to a number of important issues but emphasizes that green is the direction in which businesses should go.

What are solutions, other than product leasing, that companies can easily incorporate into their businesses?

B - Entry. In response to Jeremy Jordon's blog.

I agree with everything you said. The majority of people in prison are locked up because of small crimes such as, the use or possession of marijuana. People who have realized and/or have invested in the prison system are making a fortune. Marketers are very smart and try to make people act out of emotion. People/consumers today have to be very cautious as to the goods, services, or ideas they receive. By being correctly informed, staying active in the community, and having the ability to think long term or rationally, a consumer can play his or her individual role in the larger scheme of making the world a "better place".

Now that corporations have the same freedom of speech rights as individuals, politics in America will be getting fuzzy. This allows corporations to use as much money as they please to help support a campaign. This leads me to assume that the separation between the rich and poor will increase even more. With a minority of very wealthy promoting their own interests and a vast majority of poor, problems are sure to arise in the future.

Marketing, Advertising, and Propaganda

Marketing, Advertising, and Propaganda follow a similar theme: get people to believe that they need, want, or desire (demand) a particular good, service, or idea. The people trying to sell the good, service, or idea do not coerce potential followers into believing, but rather reach the masses on an emotional level through the use of visual aids, demonstrations, and speech's, among other various ways to communicate. Advertising and Propaganda are small aspects of the Marketing scheme. Both inform or draw attention to a good, service, or idea but do not involve the many crucial steps needed for the completion of a final product. Marketing however, is the process in which a good, service, or idea is created and is eventually distributed to the public through some form of transaction. For example, Marketing consists of creating new products, gathering data, figuring out cost effectiveness, and ultimately getting the good, service, or idea to customers. In contrast, Advertising and Propaganda do not consider to long sequence of events in which a final product is produced.

The "War on Terror" is a mixture of both Marketing and Propaganda. A generic example would be: an antagonist party disrupting/threatening the lives of a protagonist party. In this case, the protagonist party must not only retaliate but must also have some form of understanding to the antagonist perspective. Marketing comes into play because the "War on Terror" is a combination of very delicate issues in which many lives are at stake. The Protagonist party needs a plan in order to resolve to issues in the most efficient and effective way that satisfies the largest amount of people. Propaganda is used for emotional reasons to help back up a particular point of view. However, Propaganda can be dangerous because it is biased and plays on human emotion (very, very dangerous. Think Rationally).