BUS 448 Lecture Notes - Lecture 2: Swot Analysis, Eval, Marketing Plan
31 Jan 2017
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Document Summary
Bus 448 marketing strategy | chapter 2 lecture notes. Too narrow restricts growth if too specific. In depth analysis of org"s internal and external environments. Changes in focus and content of strategic plans. Captures val created by org"s intangible assets. Marketing plan = written doc tht provides blueprint/outline of mkting activities (implementation, eval, ctr) Exec summary: synopsis of major aspects of mkting plan. Situation analysis: internal, customer, external env. Swot analysis: strengths, weaknesses, opportunities, threats, analysis of swot matrix, developing competitive advantages, est strategic focus. Mkting goals & objectives: formal statements of desired outcomes, goals = broad, simple statements of what is to be accomplished, objectives = specific, quantitative benchmarks to measure progress toward achievement of mkting goals. Mkting strategy: primary and secondary target mkt, 4ps, positioning strategy. Marketing implementation: specific marketing activities, how they will be performed, when they will be performed, who is responsible.
