MARK1020 Lecture Notes - Lecture 2: Westjet, Delta Hotels, High-Definition Television
5 Oct 2013
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Document Summary
Define the company"s missions, set goals, and establish business portfolio. Set goals and establish portfolio of products and markets for the business unit. Strategic business unit (sbu)/division planning (applies only to large firms with more than one distant line of business) Develop marketing plans for specific products, brands, or markets. A set of steps a marketer goes through to develop a marketing plan. Cdstep changes that offer opportunities for the firm to serve new markets with existing products and/or pursue complete! Lack of marketing, management, and technical talent. Political or regulatory changes (e. g. , new laws affecting business or products) New technology that could render existing technology or business practices obsolete. External: stp because of financial or other dtificulties (i. e. , reduced competition) When a firm acquires another firm, the acquiring firm gets market access, new customers, new technology and expertise, and financial resources affects consumers" purchasing power and confidence. Segmentation put people into groups, responding similarly to firms marketing efforts.
