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Chapter 4 - Evaulating Opportunities in the Changing Marketing Environment

Chapter 4 - Evaulating Opportunities in the Changing Marketing Environment

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Chapter 4 Evaluating Opportunities in the Changing Marketing  Environment 25/01/2008 13:02:00 Marketing Strategy Planning, Competitors, Company, & External Market       Environment Company o Objectives o Resources Competitors o Current o Prospective Will come up after the release of a product External Marketing Environment o Economic o Technological o Political & Legal o Cultural & Social Evaluating Opportunities o Screening criteria o Planning grids o Planning for multiple products The Marketing Environment
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Customers Competitive Environment Economic Environment Technological Environment Political and legal environment Cultural and social environment Resources and objectives of the firm Environment o Direct Marketing Environment o External Marketing Environment Economic, technological, political, social, and cultural  environment Objectives Set Firm’s Course     Three Basic Objectives provide guidelines o Socially and economically useful function o Develop an organization o Earn Profit Hierarchy of Objectives    
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Mission Statement o Company Objectives Production objectives Finance objectives Marketing objective HR objectives R & D objectives Product objectives Place objectives  Promotion objectives Price objectives Personal Selling Objectives Mass Selling Objectives Sales Promotion Objective Company Resources May Limit Search for Opportunities     Financial Strength Producing Capability and Flexibility Marketing Strengths o Competitive Advantage
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o Advertising their brand Analyzing Competition Key Concepts o Competition Analysis Identify opportunities An organized approach for evaluating strengths and  weaknesses o Competitive Advantage
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