Chapter 1 marketing

Chapter 1 marketing - Chapter1 Foundationsof...

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Chapter 1 Foundations of  Strategic Marketing  Management
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1-2 In this chapter, you will learn  about… 1. Defining the Organization’s Business, Mission, and Goals Business Definition Business Mission Business Goals 1. Identifying and Framing Organizational Growth Opportunities Converting Environmental Opportunities into Organizational Opportunities SWOT Analysis
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1-3 In this chapter, you will learn  about… 3. Formulating Product-Market Strategies Market-Penetration Strategy Market-Development Strategy Product-Development Strategy Diversification Strategy Selection The Marketing Mix 3. Budgeting Marketing, Financial, and Production Resources 5. Developing Reformulation and Recovery Strategies 6. Drafting a Marketing Plan 7. Marketing Ethics and Social Responsibility
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1-4 The Primary Purpose of  Marketing To create long-term and mutually  beneficial exchange relationships  between an entity and the publics  (individuals and organizations) with  which it interacts.
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1-5 Expanding Responsibilities of  Marketing Managers Expanded responsibilities include: Charting the direction of the                      organization Contributing to decisions that will create  and sustain a competitive advantage  and affect long-term organizational  performance They no longer function solely to direct day-to-day operations. They must make strategic decisions as well.
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1-6 Evolution of the Marketing  Manager This has prompted the emergence of strategic marketing management  as  a course of study and practice. From being only an implementer …. to being a maker of organization strategy.
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1-7 Processes in Strategic  Marketing Management 1. Defining the organization s business,  mission, and goals 2. Identifying and framing organizational  growth opportunities 3. Formulating product-market strategies 4. Budgeting marketing, financial, and  production resources 5. Developing reformulation and recovery  strategies
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1-8 Defining the  Organization s Business,  Mission, and Goals Process One
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Business Definition By defining a business from a  customer  or  market perspective …  an organization is appropriately viewed as: a customer - satisfying endeavor a product-producing or service delivery enterprise. not
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This note was uploaded on 03/05/2012 for the course MKGT 465 taught by Professor Mr.ghosh during the Spring '12 term at South Carolina.

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Chapter 1 marketing - Chapter1 Foundationsof...

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