Chapter 2

Chapter 2 - Marketing Chapter 2 Marketing Strategy Planning...

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Marketing Chapter 2 – Marketing Strategy Planning The Management Job in Marketing - Marketing Management Process: the process of… o Planning marketing activities o Directing the implementation of the plans o Controlling these plans - Strategic Management Planning: the managerial process of developing and maintaining a match between an organization’s resources and its market opportunities. - Marketing strategies are not whole-company plans, but they set the tone and direction for the whole company. What is a marketing strategy? - Marketing Strategy: specifies a target market and a related marketing mix. Two interrelated parts are needed. o Target market: a fairly homogenous group of customers to whom a company wishes to appeal o Marketing Mix: the controllable variables the company puts together to satisfy this target group (a product, offered at a price, with some promotion, and a way to reach the customer) Target Marketing - Target marketing: says that a marketing mix is directed to some specific target customers. -
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This note was uploaded on 02/22/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

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Chapter 2 - Marketing Chapter 2 Marketing Strategy Planning...

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