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- 1represents the “homework” marketing must do before any product existschoosing the value
- 2is the essence of strategic marketing.segmentation, targeting, positioning (STP)
- 3Marketing must determine specific product features, prices, and distribution.providing the value
- 4by utilizing the sales force, sales promotion, advertising, and other communication tools to announce and promote the product.communicating the value
- 5proposed the value chainMichael Porter of Harvard
- 6identifying ways to create more customer valuevalue chain
- 7gathering marketing intelligence and acting on the information.market-sensing process
- 8Covering all activities in research, development and launching new quality offerings quickly and within budget.new-offering realization process
- 9all the activities defining the target market and prospecting for new customerscustomer acquisition process
- 10all the activities covering building deeper understanding, relationships and offerings to individual customers.customer relationship management process
- 11all the activities in receiving and approving orders, shipping out on time and collecting payment.fulfillment management process
- 12Many companies today have partnered with specific suppliers and distributors to create a superior value delivery network,supply chain.
- 13core competency has three characteristics:1. It is a source of competitive advantage that makes a significant
contribution to perceived customer benefits.
2. It has applications in a wide variety of markets.
3. It is difficult for competitors to imitate. - 14is the central instrument for directing and coordinating the marketing effort.marketing plan
- 15marketing plan operates at two levelsstrategic and
tactical. - 16lays out the target markets and the value proposition the firm will offer, based on an analysis of the best market opportunities.strategic marketing plan
- 17specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service.tactical marketing plan
- 18Good mission statements have 5 characteristics:1. They focus on a limited number of goals.
2. They stress the company’s major policies and values.
3. They define the major competitive spheres within which the company will operate.
4. They take a long-term view.
5. They are short, memorable, and meaningful as possible. - 19tends to focus on selling a product or service to a current market.target market definition
- 20r, focuses on the potential market.strategic market definition
- 211. It is a single business, or collection of related business, that can be planned separately from the rest of the company. 2. It has its own set of competitors. 3. It has a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profitSTRATEGIC BUSINESS UNITS
- 22is the act of introducing something newInnovation
- 23t’s a way of monitoring the external and internal marketing environmentSWOT analysis
- 24is an area of buyer need and interest that a company has high probability of profitably satisfying.marketing opportunity
- 25To evaluate opportunities, companies can use ___ to determine the attractiveness and probability of success by asking questions.market opportunity analysis (MOA)
- 26Once the company has performed a SWOT analysis, it can proceed to develop specific goals for the planning period.goal formulation
- 27are objectives that are specific with respect to magnitude and timeGoals
- 28addresses the WHAT and WHY of Marketing programs and activitiesStrategy
- 29addresses the WHO, WHERE, WHEN, and HOWImplementation
- 30The first 3 Are considered the “hardware” of successstrategy
• structure
• systems - 31The next 4 Are considered the “software” of success• style
• skills
• staff
• shared values - 32is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives.marketing plan
- 33Presents relevant background data on sales, costs, the market, competitors and the macroenvironmentSituation Analysis
- 34The marketing managers define the mission marketing and financial objectives and needs the market offering is intended to satisfy as well as its competitive positioning.Marketing Strategy
- 35The marketing manager outlines the marketing activities that will be undertaken to execute the marketing strategy, including decisions about the product or service offering, pricing, channels and communications.Marketing Tactics
- 36Include a sales forecast, an expense forecast and a break-even analysis.Financial Projections
- 37Management outlines the controls for monitoring activities and adjusting implementation. Typically, this section spells out the goals and budget for each month or quarter so management can review results and take corrective action as neededImplementation Controls
- 38are at their best when they reflect a vision, an almost “impossible dream” that provides a direction for the company for the next 10 to 20 years.Mission statements
- 39consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.MARKETING INFORMATION SYSTEM (MIS)
- 40a small text file that a website saves on your computer or mobile device when you visit the siteCookies
- 41A set of procedures and sources managers use to obtain everyday information about developments in the marketing environmenMARKETING INTELLIGENCE SYSTEM
- 42supplies results dataInternal records system
- 43“Unpredictable, short-lived, and without social, economic, and political significance.”Fad
- 44a direction or sequence of events that has some momentum and durability.Trend
- 45“Large social, economic, political, and technological changes that are slow to form, and once in place, they influence us for some time—between seven and ten years, or longerMegatrends
- 46The main demographic force that marketers monitors ispopulation,
- 47a country with a very young population growth and rapid population growthMexico
- 48a country with one of the world’s oldest populationsJapan
- 49are groups of individuals who are born during the same time period and through life togetherCohorts
- 50straight urban men with gay shopping stylesmetrosexual
- 51is the recognition of the importance of environmental issues facing the firm and integration of those issues into the firm’s strategic plans.Corporate environmentalism
- 52One of the most dramatic forces shaping people’s livesTechnology
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- Descripción
- Fichas sobre Sin título, creado por Musngi Janelle el 20/10/2021.
- Creado por
- Musngi Janelle · oct 2021
- Actualizado
- 20 oct 2021
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- 2
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