Session+3+student-2 - THE BIG PICTURE: Business Objective...

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THE   BIG   PICTURE: Business  Objective
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THE   BIG   PICTURE marketing objective source of volume evaluate business objective place price promotion execute product service position segment target STP entity competence goal
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Business  Objective Who are we? Fundamental Entity (FE) Core Business What are we good at? Core competence Where are we going? Goal & Time Frame
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Fundamental  Entity  (FE) Corporation Apple Business Division/Unit Quaker Oatmeal Division Brand Line Toyota Brand Gatorade, Gap
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What is a Brand? A name, term, sign, symbol, or design, or a combination of these  that identifies the products or services of one seller or group of  Armstrong) Collection of beliefs –a core belief that the consumer has about the  product/service and then a compilation of data/memories  (experiences, information, stories from others, observations, etc.)  that support/reinforce this core belief (Nordhielm) $ as a brand?
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Session+3+student-2 - THE BIG PICTURE: Business Objective...

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