MKTG6004 Lecture Notes - Lecture 19: Profit Margin, Marketing Mix, Swot Analysis

• School: University of Sydney
• Department: Marketing
• Course: MKTG6004
• Professor: Steven Lu

Document Summary

Spot pote(cid:374)tial p(cid:396)o(cid:271)le(cid:373)s i(cid:374) fi(cid:396)(cid:373)"s a(cid:272)tio(cid:374)s o(cid:396) outside e(cid:374)(cid:448)i(cid:396)o(cid:374)(cid:373)e(cid:374)t. te(cid:272)h(cid:374)i(cid:395)ues used a(cid:396)e situational analysis (buyers indicating a high level of satisfaction present products on market, suggesting trouble in getting them to try our new one). The problems section in the marketing plan will have summarised most of the potential troubles from the situational analysis. Second is to role-play what competitors will do after they have heard of the new product. Third look back over all the data accumulated in the new p(cid:396)odu(cid:272)t"s file. Fou(cid:396)th, start with satisfied customer and work back from that satisfaction to determine the hierarchy of effects necessary to produce it. There are no contingency plans for low sales as u(cid:374)less you k(cid:374)o(cid:449) (cid:449)hat is (cid:272)ausi(cid:374)g lo(cid:449) sales, you (cid:449)o(cid:374)"t know the solution. Instead the above is used to list the reasons for low sales and those reasons are tracked.