Week 2 - PowerPoint slides covering chapters 3 4

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Chapter 3 Evaluating Opportunities in the Changing Marketing Environment
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Marketing Strategy Planning: Competitors, Company & External Market Environment (Ex. 3-1)
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Evaluating Opportunities •Screening criteria Planning grids Planning for multiple products Company •Objectives •Resources Competitors •Current •Prospective External Marketing Environment •Economic •Technological Best opportunities to pursue Marketing Strategy Planning: Competitors, Company & External Market Environment (Ex. 3-1)
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Resources and Objectives of the Firm Competitive Environment Cultural and Social Environment Economic Environment Technological Environment Political and Legal Environment External Marketing Environment Direct Marketing Environment Target Customers The Marketing Environment
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Socially and Economically Useful Function Develop an Organization Earn Profit Three Basic Objectives Provide Guidelines Objectives Set Firm’s Course
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Company Objectives Production Objectives Finance Objectives Marketing Objectives HR Objectives R&D Objectives Mission Statement Hierarchy of Objectives (Exhibit 3-2) Product Objectives Place Objectives Price Objectives HR Objectives R&D Objectives Promotion Objectives Personal Selling Objectives Mass Selling Objectives Sales Promotion Objectives Product Objectives Place Objectives Price Objectives
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Financial Strength Producing Capability and Flexibility Marketing Strengths Company Resources May Limit Search for Opportunities
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Monopoly Monopolistic Competition Oligopoly Avoid Head-On Competition! Know the Market Situation! Pure Competition The Competitive Environment
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Analyzing Competition Key Concepts Competitive Rivals Competitive Advantage Competitive Barriers Competitor Analysis
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Seek Information About Competitors Ethical Issues Direct Competition Can’t Always Be Avoided Marketers Need Information about Competitors
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Global Economy Key Economic Forces Rapid Change Interest Rates The Economic Environment
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This note was uploaded on 06/15/2010 for the course MK 351DLB taught by Professor Joibascomb during the Spring '10 term at Park.

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Week 2 - PowerPoint slides covering chapters 3 4

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