Marketing2.txt

• Product
• Price
• Place
• Promotion

• Product
• Production
• Selling
• Marketing

Segmentation, Targeting, and Positioning.

Benifits / Costs

Transactions

Market driven

• Selling to
• customers

Technology pushed

Make and sell

4 Ps

• Marketing
• orientation

Relationships

• Market driven
• & market driving

• Empowered
• customers

Market pulled

Sense and respond

• Culture + strategy +
• tactics

Customer focus

• Planning Phase:
• -Define Mission
• -Evaluate Situation
• -Identify Oppurtunities

• Implementation Phase
• Implement marketing mix, allocate resources

• Control Phase
• Evaluate the performance of the marketing strategy

• Customer excellence, which focuses on retaining loyal customers and excellent customer service.
• Operational excellence through efficient operations and excellent supply chain management.
• Product excellence, or achieving high-quality products; effective branding and positioning are key.

Strengths – What are the firm’s strengths?

Weaknesses – What are the firm’s weaknesses?

Opportunities – What opportunities are present in the market?

Threats – What might threaten the firm’s position in the market?

Executive summary

Table of contents

Situation analysis

Marketing strategy

Financial projections

Implementation controls