CLASS_8 - Session #8 MARKETING IT IS THE PROCESS OF...

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Session #8 MARKETING IT IS THE PROCESS OF DISCOVERING THE NEEDS OF POTENTIAL BUYERS AND DEVELOPING A PRODUCT AND/OR SERVICE THAT IS PRICED, PROMOTED AND DISTRIBUTED TO THOSE BUYERS EVERYTHING BEGINS AND ENDS WITH THE CUSTOMER 1
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Session #8 THE MARKETING PLAN ELEMENTS OF THE PLAN: 1. ENVIRONMENTAL SCAN 2. MARKETING OBJECTIVES 3. TARGET MARKET 4. MARKETING STRATEGIES 5. MARKETING MIX ELEMENTS 6. CONTROL AND EVALUATION 2
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Session #8 THE ENVIRONMENTAL SCAN AN ANALYSIS OF THE INTERNAL AND EXTERNAL VARIABLES IN THE ENVIRONMENT THAT A COMPANY OPERATES IN. FOR EXAMPLE… INTERNAL VARIABLES - AVAILABILITY OF CAPITAL - EXTENT OF PRODUCT LINE/MIX - EXPERTISE OF EMPLOYEES - MANUFACTURING CAPABILITIES EXTERNAL VARIABLES - COMPETITION - REGULATION/LAWS - THE ECONOMY - - TECHNOLOGY 3
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MARKETING OBJECTIVES OBJECTIVES ARE THE TARGETS THAT THE MARKETING ORGANIZATION WANTS TO ATTAIN FOR EXAMPLE… - PROFITABILITY - SALES GROWTH - COST CUTTING - MARKET DEVELOPMENT - CUSTOMER WINBACKS - MARKET SHARE CHARACTERISTICS OF GOOD OBJECTIVES: USE………. SMART-C
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This note was uploaded on 04/18/2008 for the course BUS 115 taught by Professor Laskowski during the Spring '08 term at SUNY Stony Brook.

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CLASS_8 - Session #8 MARKETING IT IS THE PROCESS OF...

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