Slide 7 of 17
Notes:
Planning occurs in most firms, often in just an informal basis. The larger and
more sophisticated the organization, the more likely they are to conduct formal
planning. Most firms begin with their volume and profit objectives. These are two
of the three traditional marketing goals, the other is share. Once a firm has
identified what they minimally need in order to meet their internal goals, they
go through the steps as outlined on the model on p.28.
