Chapter 2-Marketing Strategy Planning

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

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Chapter 2-Marketing Strategy Planning Monday, February 14, 2011 9:55 PM 1. Marketing Management Process 1.a. Planning marketing activities 1.a. Directing the implementation of the plans 1.b. Controlling these plans 1. Strategic (management) Planning 1.a. The managerial process of developing and maintaining a match between an organization's resources and it's market opportunities 1.a. Marketing strategy: specifies a target market and a related marketing mix 1.a.i. Target market: a fairly homogeneous (similar) group of customers to who a company wishes to appeal 1.a.ii. Marketing mix: the controllable variables the company puts together to satisfy this target group 1.a.i.1. Includes some product, offered at a price, with some promotion to tell potential customers, and a way to reach the customer's place 1.a. Target marketing: marketing mix is tailored to fit some specific target customers 1.a. Mass marketing: typical production-oriented approach; vaguely aims at "everyone" with same marketing mix
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This note was uploaded on 03/05/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

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

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