Comm 296 Lectures

Comm 296 Lectures - Creates a hierarchy of objectives that...

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12/09/2011 1 ` Decorate your name card – card stock and markers at the front…your name and a brand that you love. ` Based on the weekend’s events with Kienan, the three year old boy abducted from his the three year old boy abducted from his home and then returned. ` What was the mistake that police made and how could we apply that to marketing a product? Marketing: The Big Picture September 12, 2011 ` Housekeeping ` Review day 1 ` Seventh Generation ` Marketing Strategy and Mix ` Marketing Structure
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12/09/2011 2 ` Satisfying needs and wants ` Creating value ` Exchange ` Begins long before the product is created ` The 4Ps Marketing Concept Business Units Marketing Strategy & Planning
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12/09/2011 3 ` Questions the mission statement should answer include: What is our business? Who is the customer? What do consumers value? What should our business be? ` Mission statements should be market oriented, not product oriented - pg. 47 of textbook ` The mission should be translated into supporting objectives for each level of management
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Unformatted text preview: Creates a hierarchy of objectives that are consistent with one another Example: x Business objective: Increase profits x Marketing objective: Increase market share of domestic and international markets 5 Steps to a Marketing 5 Steps to a Marketing Plan 12/09/2011 4 Step 1: Business planning ` Marketing strategy decisions include: Segmentation Targeting Differentiation Positioning ` Marketing strategy must guide marketing mix decisions Step 2: Situation analysis 12/09/2011 5 12/09/2011 6 Step 3: Develop strateg y Step 4: Implemen t strategy ` 4 Ps: Sellers View Product Price Place ` 4 Cs: Buyers View Customer Solution Customer Cost Convenience Promotion Communication Step 5: Monitor and control 12/09/2011 7 Reminders Register your iClicker on Vista Review and complete Class Prep Instructions (on Vista) for next class Lily next class...
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Comm 296 Lectures - Creates a hierarchy of objectives that...

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