Perreault-The role of marketing 2012

Perreault-The role of marketing 2012 - Busi 406 Spring 2012...

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Busi 406 Spring 2012 The Role of Marketing for Firms, Consumers and Society Kenan-Flagler Business School Professor William Perreault
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Today’s Agenda ! Any questions about the syllabus or the class? ! Briefly connecting with members of your group ! Let’s Review ! Discuss some topics from Chapter 1 > The Marketing Concept > Customer Satisfaction > The Importance of Satisfying Customers
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Marketing Strategy Planning Process Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Competitors Current & Prospective S. W. O. T. wdp Target Market Product Price Place Promotion External Market Environment Technology Political & Legal Social & Cultural Economic Targeting & Segmentation Positioning & Differentiation Narrowing down to focused strategy with quantitative and qualitative screening criteria
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From our video, the Four Ps, and Marketing Strategy Planning ! The four Ps is simply an organizing framework that leads to better integrated strategy planning. ! It doesn’t represent just four decisions, but rather within each of the four Ps there are additional organizing frameworks to specify a “marketing mix”. ! Marketing starts with the customer…and the effort to satisfy customer needs.
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MICRO-MARKETING: the performance of activities that seek to accomplish an organization's objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producers to customer or client
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