Marketing overview

Marketing overview - May 26, 2011 RoleofMarketing Improve...

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May 26, 2011
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Role of Marketing Improve the performance of the organization Good performance is created by developing and maintaining profitable relationships between customers and the organization Examples of a positive relationship?
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Framework for Marketing Define the marketing challenge Identify the market opportunities Select a primary target market Decide on product/service offering Decide on the distribution approach Decide how to attract customers Decide on pricing Decide how to keep/grow the customer base Ensure the financials make sense Decide how to learn from contingencies
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Define the Marketing  Challenge What is it exactly that you need to do in order to ensure a positive customer relationship? Which marketing strategy should be employed, and how are you going to do so What are your performance objectives
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How to Assess Performance Total Sales Sales per customer Market Share Sales growth Total profitability Customer profitability Awareness Loyalty
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Marketing overview - May 26, 2011 RoleofMarketing Improve...

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