MKTG 471 Chapter Notes - Chapter 3: Marketing Management, Core Competency, Marketing Mix
19 May 2018
School
Department
Course
Professor
Marketing 471 Planning, Implementing and evaluating Marketing strategies
Strategic Marketing management
process of planning, implementing and evaluating performance of marketing
activities and strategies (effectively and efficiently)
Effectiveness
Degree to which long-term customer relationships help achieve organizations
objectives
Efficiency
Minimizing the resources an organization uses to achieve a specific level of
desired customer relationship
Strategic Planning
Process of establishing an organizational mission and formulating goals, corporate
strategy, marketing objectives and marketing strategies
(Should be guided by market orientation to ensure that a concern for customer
satisfaction is an integral part of the process)
(market orientation important for successful implementation of marketing
strategies)
Components of the Strategic Planning Process
1. Organizational Mission and Goals
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Marketing 471 planning, implementing and evaluating marketing strategies. Strategic marketing management process of planning, implementing and evaluating performance of marketing activities and strategies (effectively and efficiently) Degree to which long-term customer relationships help achieve organizations objectives. Minimizing the resources an organization uses to achieve a specific level of desired customer relationship. Components of the strategic planning process: organizational mission and goals, corporate and business unit strategies, analysis of org strengths and weaknesses identification of organization opportunities and threats, marketing, production, finance, hr, objectives, strategy, ______ plan. Long-term view, or vision of what the organization wants to become. Goals any organization should derive from mission statement. Unique symbols, personalities, philosophies that support corporate activities. Managing identity requires: broadcasting mission, goals and values, sending a consistent image, implementing a visual identity with stakeholders. Mission statement can be valuable if it _________ to achieve and guides work in right direction aim.
