MARK 201 Lecture Notes - Lecture 1: Marketing Mix, Marketing Plan, American Marketing Association
Document Summary
See detailed plan on pages 50-63 in your text. Marketing is the activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society at large. Two or more parties with unsatisfied needs. Desire and ability to satisfy these needs. A way for these parties to communicate. Figure 2-7 - ben and jerry"s swot analysis that serves as the basis for management actions regarding growth sales revenues using diversification analysis. Figure 2-5 - four alternative market-product strategies for ben and jerry"s to expand. Publicly held companies - expectation that companies will grow. How do you grow? figure 2-5. Market penetration - getting people who buy to buy more. People used to be home for lunch and eat campbells soup. Women went to work campbell"s took a hit. Take your current product to new markets. Campbell"s took its canned soup to europe but failed miserably. Come up with a new product and a new market.
