MKTG 425 Lecture Notes - Lecture 1: Customer Relationship Management, Swot Analysis, Direct Marketing
Document Summary
Case analysis = finding a solution for problems found not summary. Read marketing analysis toolkit (1) and 4th article (pricing and profitability) by next class http://cb. hbsp. harvard. edu/cbmp/access/57044648. (step 1) situation analysis= swot identifying the factors of a particular marketing problem; internal vs external factors, positive vs negative. (step 2) diversification analysis = gives us a good idea on possible directions to go; product-current/future, market current/future matrix below; develop a marketing strategy based on the analysis of different options. Can choose 1 or more direction to go. Marketing process: market= consumers with the desire and ability to pay market market segmentation-- market segments find. Target market product positioning (how the product is perceived by target market) w/ value proposition or pod (points of difference) marketing means, 4ps. Brand equity: additional benefit beyond the basic function of the product, i. e buying a gucci bag for the name. Line extension: introducing new products with existing line, i. e. coke adding diet coke.
