Chapter 2

Chapter 2 - Chapter 2 Marketing management process:...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 2 Marketing management process : o Planning marketing activities Set objectives Evaluate opportunities Create strategies Prepare plans Develop marketing program o Directing the implementation of the plans o Controlling these plans Measure results Evaluate progress Strategic management planning : managerial process of developing and maintaining a match between an organization's resources and its market opportunities Marketing strategy : specifies a target market and a related marketing mix o TARGET MARKET : a fairly homogeneous group of customers to whom a company wishes to appeal Not limited to small market segments, just similar ones Satisfy customer's specific needs better than some other firm o MARKETING MIX : the controllable variables the company puts together to satisfy this target group Product Developing the right product for the target market Branding, packaging, warranties, developing and managing new products, product quality Place Concerned with all decisions involved in getting the right product to the target market's place Channel of distribution: any series of firms that participate in the flow
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 2

Chapter 2 - Chapter 2 Marketing management process:...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online