MKT 301 Lecture Notes - Lecture 2: Relationship Marketing, Marketing Strategy, Marketing Mix
Document Summary
Marketing planning: the basis for strategy and tactics: planning- anticipating future events and conditions and determining the best way to achieve organizational objectives. Determining the actions through which a firm can attain those objectives: creates blueprint for everyone in the organization, marketing planning- implementing planning activities devoted to achieving marketing objectives. Many planning activities take place over the internet with virtual conferences. Important rend in marketing planning centers on relationship marketing. A fi(cid:396)(cid:373)"s effo(cid:396)t to de(cid:448)elop lo(cid:374)g-term, cost effective links with individual customers and suppliers for a mutual benefit. Adopting courses of action that will achieve these objectives. Guides the implementation of activities specified in the strategic plan. Steps in the marketing planning process: defi(cid:374)i(cid:374)g the o(cid:396)ga(cid:374)izatio(cid:374)"s (cid:373)issio(cid:374) a(cid:374)d o(cid:271)je(cid:272)ti(cid:448)es: Mission: essential purpose that differentiates one company from another: resources include: Employees: strengths help planners, marketing strategy- selecting and satisfying target consumers through the marketing mix. Take advantage of marketing opportunities elements: the final steps of the planning process:
