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GIANT MARKETING OUTLINE!!!!! Evolution of Market Orientation 1. Production Era: thought products would sell themselves so focused on production. (1840-1930) 2. sales era: thought they could produce more than what was being bought and competition grew. Looked for more sellers to catch the attention of the buyers. Supply exceeded demand. (1920-1965) 3. marketing concept era: marketing became involved in every step of the production process. Strive to satisfy needs of the customers and achieve the organization’s goals (1955-1995) 4. customer relationship era: focus on market orientation, customer relationship management, and the customer experience (1985-present) Structure of Today’s Organizations: 1. corporate level: board of directors, overall strategists. CEO and CMO. Frame marketing strategy and also see that it is implemented to achieve critical marketing goals 2. strategic business unit level: related offerings to a clearly defined group of customers. Set more specific strategic direction for the business to exploit value creating opportunities. 3. Functional level: groups of specialists create value for the organization, departmentally. May form cross-functional teams Strategy in Visionary Organizations 1. Organizational Foundation (why): core values, mission, organizational culture 2. Organizational direction (what): business, goals (objectives) that are long and short-term 3. Organizational strategies (how): by level (corporate, SBU, functional) and by offering (product, service, idea) Business Portfolio Analysis 1. cash cow: low market growth rate, high market share 2. stars: high market growth rate, high market share 3. question marks: high market growth rate, low market share 4. dogs: low market growth rate, low market share Strategic Planning Process 1. Planning a. Situation analysis: a.i. Identify industry trends a.ii. Analyze competitors a.iii. Assess own company a.iv. Research customer b. market product focus and goal setting: b.i. set market and product goals
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b.ii. select target market b.iii. find points of difference b.iv. position the product c. marketing program c.i. develop the program’s marketing mix c.ii. develop the budget by estimating revenues, expenses, and
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This note was uploaded on 02/26/2012 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

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