MKT 301 Lecture Notes - Lecture 2: Competitive Advantage, Marketing Mix, Starbucks
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301: overview of chapter, what is strategic planning? a. i. Sbus: how does a firm set up a marketing plan? b. i. Marketing mix: how can firms grow their businesses? c. i. Bcg: dd vs. starbucks ad, this shows you target markets, marketing mix sustainable competitive advantage, target markets b. i. American coffee drinker: marketing mix, sustainable competitive advantage, what is strategic planning? a. The managerial process of creating and maintaining a fit between the organization"s objectives and resources and the evolving market opportunities: addresses two main questions: b. i. What is the organization"s main activity at a particular time? b. ii. How will it reach its goals: strategic decision examples c. i.
