4870+++(Ch.+2+3)

4870+++(Ch.+2+3) - Contingency Framework Ch 2 3 Contingency...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Contingency Framework Ch. 2 & 3
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Contingency Marketplace always changing Unpredictable Must be ready for the change External Internal Must have organization No matter how emotional and creative an event, product or organization is; we must be prepared and have things in a systematic process Must be prepared for crisis
Background image of page 2
Contingency Framework Planning Implementation Control
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Planning Consumer’s Needs Research Which Consumers? Market Selection (STP) Segmentation Targeting Positioning Marketing Mix 4 P’s
Background image of page 4
STP Segmenting Demographics, geographic, benefits, behavioral, psychographics Targeting (which ones) Sizable, measurable, reachable, identifiable Positioning (how they will perceive your product)
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Implementation “I love it when a plan comes together.” Plans are the critical part, but are nothing when implemented weakly How to structure the organization? Department Product type Consumer type Geography
Background image of page 6
Communication Must communicate between layers Must coordinate and time Resources and what to do with them Data vs. Information vs. Knowledge
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 26

4870+++(Ch.+2+3) - Contingency Framework Ch 2 3 Contingency...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online