MarketingCh2-2

MarketingCh2-2 - Figure 2-5, p. 43 The Strategic Marketing...

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Figure 2-5, p. 43 The Strategic Marketing Process
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As we analyze our business and determine strategies, we need to ask ourselves several questions: Where are we now? A Situation Analysis / SWOT Analysis Customers, Competencies (Company), and Competitors (Context) Where are we going?
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Where are we now? Situation and SWOT Analyses Positive Negative Internal Strengths Weaknesses External Opportunities Threats Situation Analysis – in depth look at where your company has been and where it is now. Force you to step back and take a look at your current situation. Bring in a consultant SWOT Analysis
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Figure 2-5, p. 43 The Strategic Marketing Process
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As we analyze our business, we need to ask ourselves several questions: Where are we now? A Situation Analysis / SWOT Analysis Customers, Competencies (Company), and Competitors Where are we going? Business Portfolio Analysis Overall Strategic Direction
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Where are we going? Figure 2-3, p. 38
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MarketingCh2-2 - Figure 2-5, p. 43 The Strategic Marketing...

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