CHAPTER 30 -MAKING STRATEGIC DECISION

CHAPTER 30 -MAKING STRATEGIC DECISION

1. information management

   • application of management techniques to collect info within& outside organisation& process it to enable managers to make quicker decision

2. decision making

   • set obj, gather data, analyse data, select strategy , implement decision

3. Hunch

   • gut feeling held by manager based not on scientific decision making but on personal views of manager

4. marketing model

   • decision making process ensures that marketingdecisions taken on scientific basis.
     • 1. set market obj. 2. gather data needed to decide on strategy 3. assessing alternative marketing strategies. 4. planning & implement market mix. 5. control& review outcome of marketing decisions