MKT 3013 Lecture Notes - Lecture 13: Marketing Mix, Target Market, Marketing Communications
Document Summary
Driven: build relationships with customers, gather and analyze info, balance benefits and costs, and connect with customers using social and mobile media, value stems from 4 main activities, adding value, using marketing analytics, embracing social and mobile. Marketing, ethical and societal dilemma: engaging in conscious. Chapter 2: developing marketing strategies & a marketing plan. The marketing plan: step 1: define the business mission, mission statement: a broad description of a film"s objections and the scope of activities it plans to undertake. Require a heavy resource investment in such things as promotions and new production facilities to fuel their rapid growth: cash cows (lower left): low-growth market share projects. May generate enough resources to sustain themselves, dogs aren"t destined for stardom & should be phased out unless they"re needed to complement/boost the sales of another product or for competitive purposes. Chapter 3: digital marketing: online, social, and mobile.
