MKT 100 Lecture Notes - Lecture 2: Via Rail, Marketing Mix, Sweatshop

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Look at company the product how it affects consumer ex. Companies change their views and values to t consumer values ex. Nike"s sweatshop thing and then they came back after with customizations (nike creates value) The strategic marketing planning process: who are we, what do we want to do, swot whats going on inside the company and outside. 4: evaluate performance using marketing metrics see how it worked. Implement, coming up with opportunities segmenting, targeting, positioning. Step 4 : implement marketing mix and allocate resources. Step 5 : evaluate performance by using marketing metrics. Metric is a measuring system that quali es a trend, dynamic or characteristic. Stars high market share and still growing (ex. iphone, laptops) Question marks low market share but the company is still growing. Cash cows high market share but not growing that much anymore. Dogs low market share and not growing anymore. Market penetration : existing product / existing market : pepsi.