ANTHROP 1AA3 Study Guide - Quiz Guide: Switching Barriers
6 Dec 2015
School
Department
Course
Professor
Document Summary
Formal document, which outlines the details of how a business plans to achieve its marketing objectives. Typical process: marketing audit, market research, marketing objectives, marketing mix, monitoring and review, and evaluation. Effectively combining all key decisions in the 8 p"s. Bait and switch: attract using advertising and offering something too good to be true but no longer available and customer buys something else. Others: health fraud, get rich fast schemes, travel fraud, exploitation. Review of the current marketing position of a firm"s in term of its strengths and weaknesses and analysis includes external and internal issues and influences. Analysis helps industries analyze competition in the market place, potential in new market places, develop strategies to improve and gain competitive edge. Targets that the marketing department wishes to achieve which can provide a sense of purpose, directions, allows progress to be monitored etc. Constraints: finance, cost of production, time lags, state of the economy, size and status, social issues.
