Card Set Information
Mkt ch.2 part 1
marketing management process
1. planning marketing activities
2. directing the implementation of the plans
3. controlling these plans
the job of planning strategies to guide a whole company.
the managerial process of developing and maintaining a match between an organization;s resources and its market opportunities.
same as marketing strategy planning
marketing strategy planning
finding attractive opportunities and developing profitable marketing strategies.
Target market + marketing mix (4 P's)
a similar group of customers to whom a company wishes to appeal.
the controllable variables the company puts together to satisfy this target group.
Product-goods or services to market
Pricing- setting profitable and justifiable prices
Place/Distribution- right product to the right place at the right quantity and time.
Promotion- developing an integrated marketing communication.
a written statement of a marketing strategy and the time related details for carrying out the strategy.
should spell out:
-what results are expected
evaluating your company's strengths, weaknesses, opportunities, and threats.
face to face, via telephone or internet videoconference.
sometimes attention is needed after the sale.
a communication between the seller and the customer who wants the seller to resolve a problem with a purchase.
communicating with a large number of customers at the same time.
main form is advertising.
promotion activities - other than publicity, advertisement and personal selling- that stimulate interest, trial or purchase by a customer.
coupons, samples, signs, contests, events catalogs...
short-run decisions to help