COMM 296 Lecture Notes - Swot Analysis, Target Market, Relationship Marketing
Document Summary
Class 2: big picture and marketing plan (january 4, 2011) Personal selling and advertising"s job is to convince them to buy. Value based era: long-term focus, relationships (vs. transactions, beyond just customers, evolves over time. Relationship marketing: lifetime value of a customer, converting new customers to advocates, objective of long term relationship and loyalty. Implement strategy: monitor and control, measures must be included in the plan at the outset, what gets measured gets done, continue to monitor the environment. *strategy is one of the most misunderstood and abused words in business! Hr: perform staff needs analysis graduate for short term position. Mis: determine whether to move company to mac or windows platform staff. Class 3: situation analysis part 1 (january 11, 2011) This diagram shows two frameworks for doing a situation analysis: Immediate environment (blue & orange: macro environment. Marketplace competition alternate choices for consumers to spend $ Indirect competition different products that meet same needs.
