BUS349 Study Guide - Final Guide: Customer Service, Price Drop, Performance Indicator
Document Summary
Modern marketing: both consumer led and resource conscious, marketing strategy means finding right fit between internal and external environments, external market needs and conditions internal organisational resources. Strategic planning vs. marketing strategy vs. marketing management. Strategic planning: more general business issues, corporate-level strategy, international strategy, entrepreneurial strategy implementation: control/governance, leadership and organisation behaviour, innovation managements. Marketing management: marketing mix strategies focus (4ps), more details on execution, functional specialties, implementation-focus, project management-focus, traditionally a function: only within the marketing department. *assignment 1 will stop at point one (strategic analysis) Insights: instead of having all this information, we want to have insights. What is an insight: an instance of apprehending the true nature of a thing, especially through intuitive understanding, penetrating mental vision or discernment; faculty of seeing into inner character or underlying truth. Marketing definition (trickier: not obvious or evident, connecting multiple findings, leap of interpretation, requires thinking.
