C296 3 Situation Analysis Part 1

C296 3 Situation Analysis Part 1 - Direct competition...

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20/09/2011 1 Situation Analysis September 14, 2011 Agenda 1.Lily: how to get extra credit! 2.Quick Review 3.Situation analysis: immediate environment 4.Blog assignment Tactic vs. Strategy Short-term; addresses a specific goal Longer-term; affects overall direction Examples: Mktg: sale price for Boxing Week HR: hire intern for short-term position MIS: buy laptops for all staff Examples: Mktg: choose target market HR: perform staff needs analysis MIS: move company to Mac platform
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20/09/2011 2 Does marketing apply to all apply to all products? ht p://www.youtube.com/watch?v=8bhq_NL6jL0&
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20/09/2011 3 Situation Analysis Inside + Out Actors close to the company that affect its ability to serve its customers Custome Customer
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20/09/2011 4 Company (and corporate partners) Competitors
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Unformatted text preview: Direct competition Indirect competition Marketplace competition 20/09/2011 5 ` Important link in the overall customer value delivery system ` Provide resources needed to produce goods and services ` Most marketers treat suppliers like partners in creating and delivering customer value ` Resellers ` Physical distribution firms ` Marketing services agencies ` Financial intermediaries Financial Internal Publics Local/General Citizen-action Government Media 20/09/2011 6 Blog Assignment Objectives Learn about this tool in a marketing context Reflect on what youre learning Find out about marketing from other people read other perspectives get examples Class Liaison...
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C296 3 Situation Analysis Part 1 - Direct competition...

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