MKTG 317 Lecture Notes - Lecture 9: Swot Analysis, Brand Equity, Pricing Strategies

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

A company"s marketing strategy must align with company strategy and direction, which is influenced by: company mission/vision values. Must now talk about all 4ps: product, price, place, promotion (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) Concepts/models that can be used: product layers model, packaging and its functions, branding. Brand extension = diversification or product development: product life cycle, rate of adoption factors. Must describe actions to be taken: use action verbs. Concepts/models that can be used: pricing strategies. Cost-based, market-based, or combination: markups/margins, break even analysis (cid:1) (cid:1) (cid:1) (cid:1) Concepts/models that can be used: channels. Can talk about store design if you aren"t suggesting they open their own retail store. Concepts/models that can be used: imc, communication objectives, communications strategies. Must describe actions to be taken: use action words. Swot analysis for cases: only details from case/course are allowed, must be in sentences. This is a swot analysis, not a swot identification.