ch 2 Company and Marketing Strategy

ch 2 Company and Marketing Strategy - buy online Disney We...

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Marketing: Company and Marketing Strategy Chapter 2
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Company and Marketing Strategy Companywide Strategic Planning: Defining Marketing’s Role Marketing Strategy and the Marketing Mix Managing the Marketing Effort Measuring and Managing Return on Marketing Investment
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BCG Growth-Share Matrix
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SWOT Analysis
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Types of Marketing Strategy Reminder Simplicity Quality Market Share
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Product/Market Expansion Grid Market penetration Market development Product development Diversification
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Company Wide Strategic Planning
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Company Wide Strategic Planning Company Product-Oriented Definition Market-Oriented Definition Amazon.co m We sell books, videos, CDs, toys, consumer electronics and other products online We make the Internet buying experience fast, easy, and enjoyable— we’re the place where you can find and discover anything you want to
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Unformatted text preview: buy online Disney We run theme parks We create fantasiesa place where dreams come true and America still works the way its supposed to Nike We sell athletic shoes and apparel We bring inspiration and innovation to every athlete* in the world (* if you have a body, you are an athlete) Designing a Customer-Driven Marketing Strategy Market segmenting Target marketing Positioning : arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers . Differentiation: Actually differentiating the market offering to create superior customer Marketing Strategy and Mix Marketing ROI Return on marketing investment NMC= net sales - COGS - marketing expenses RIO = net marketing contribution net sales...
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This note was uploaded on 03/30/2012 for the course BUS M 540 taught by Professor Petermadsen during the Fall '10 term at BYU.

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ch 2 Company and Marketing Strategy - buy online Disney We...

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