1-19-2012

1-19-2012 - 1/19/2012 Strategic Marketing: Maintaining...

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1/19/2012 –Strategic Marketing: Maintaining Customer Focus (Creating Value Where are we Now? - Customers - competencies (competitive advantage) - Competitors 5 Steps of Marketing Plan - Business Mission and Objectives - Situation analysis (SWOT) - Identifying opportunities (STP) - Implement marketing mix o Product o Price o Place o Promotion - Evaluate performance using marketing metrics Levels of Strategy - Strategy issues in Organizations o What type of business are you in? not just Pizza, but more than that Just Pizza? Or about bringing true Italian food to the U.S. Are you selling a culture/night out? Nike What is it about? o Being an elite athlete, help people perform to their fullest o Winning success o Spokespeople are: Kobe, Lebron, Tiger Woods etc. Focus more on people/models than apparel itself New Balance Focus is on runners/running performance Mac vs. PC Mac is laid back PC is uptight and for old people Guess vs. Old Navy
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Guess is selling the people/sex/adventure/glamour
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This note was uploaded on 04/02/2012 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.

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1-19-2012 - 1/19/2012 Strategic Marketing: Maintaining...

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