MKT 828 Lecture Notes - Lecture 2: Jeremy Lin, Swot Analysis, Marketing Mix
Document Summary
Quiz next class on course readings (five questions) Coyote"s advertisement: targeting more young adults, demographic is really (cid:498)linsanity(cid:499)(cid:524). (cid:498)developing consistent, marketing-minded strategies(cid:499) the more strategic you important; identify changing nature in sports fans (example: jeremy lin are, the more consistent you will be. Emphasizes interdependencies at all stages (backbone of marketing) Integrate marketing plan into broader organizational strategy. Control and evaluate all elements of the plan. Strategic step #1: analyze the market & organization. Swot analysis: careful analysis of s, w, o, t in the market place or beyond. Constantly assess assumptions about: the environment, organizational mission, the core competencies required. Strategic step #3: develop marketing mix & plan. Strategic step #4: integrate marketing plan into broader organizational strategy. Strategic step #5: control and evaluate all elements of the plan. Consumer satisfaction = product benefits costs. Key of a sport marketer is to move consumers on and up the frequency escalator. Largest segment of consumer population is light users.
