Marketing2.txt

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Author:
givemeacookie13
ID:
43946
Filename:
Marketing2.txt
Updated:
2010-10-21 03:38:47
Tags:
Marketing
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Description:
Marketing midterm
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  1. What are the 4 P's of the marketing mix?
    • Product
    • Price
    • Place
    • Promotion
  2. What are the 4 marketing concepts?
    • Product
    • Production
    • Selling
    • Marketing
  3. Important consumer distinction:
    Segmentation, Targeting, and Positioning.
  4. Consumer percieved value?
    Benifits / Costs
  5. Traditional
    Marketing
    Transactions

    Market driven

    • Selling to
    • customers

    Technology pushed

    Make and sell

    4 Ps

    • Marketing
    • orientation
  6. New
    Marketing Paradigm
    Relationships


    • Market driven
    • & market driving

    • Empowered
    • customers

    Market pulled

    Sense and respond

    • Culture + strategy +
    • tactics

    Customer focus
  7. Phases of Strategic Marketing
    • Planning Phase:
    • -Define Mission
    • -Evaluate Situation
    • -Identify Oppurtunities

    • Implementation Phase
    • Implement marketing mix, allocate resources

    • Control Phase
    • Evaluate the performance of the marketing strategy
  8. Developing a marketing plan
  9. Macro Strategies
    • 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.
  10. Strategic Marketing
  11. SW/OT
    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?
  12. Product-Market Expansion
  13. The Marketing Plan
    Executive summary

    Table of contents

    Situation analysis

    Marketing strategy

    Financial projections

    Implementation controls

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