This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: organization) ↓ ↓ ↓ HR Marketing Finance …etc. Organizational foundation (why) Organizational direction (what)-Core values-Business-Mission +-Goals-Organizational Culture -Long term-Short term Competencies: special capabilities, including skills, technologies, and resources that distinguish it from other organizations and that provide value to its customers Competitive advantage: unique strength Strategic Marketing Process: (used to allocate its marketing mix resources to reach its target markets) -Planning Phase Step one: SWOT analysis Step two: Market-product focus and goal setting Step three: Marketing program >Marketing Plan-Implementation Phase-carries out the marketing plan that emerges from the planning phase >Results-Evaluation Phase- compares the results from the implemented marketing program with the marketing plan’s goals to identify the “planning gaps” and take actions to exploit positive deviations or correct negative ones...
View Full Document
This note was uploaded on 02/14/2011 for the course AEM 2400 at Cornell University (Engineering School).