RSM250H1 Study Guide - Final Guide: Customer Relationship Management, Cash Cash, Customer Satisfaction
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[3] construct a marketing program that delivers superior value. 2: implementing the marketing strategy actually delivering value, marketing mix: the set of marketing tools used to implement the marketing strategy 4ps. Good fit between company"s offerings and customer"s needs; high profit potential. Good fit between company"s offerings and customer"s need; highest profit potential. Little fit between company"s offerings and customer"s needs; lowest profit. Limited fit between company"s offerings and customer"s needs; low profit potential potential. [4] planning company mission objectives and goals business portfolio. Sbus are classified as stars, cash cows, question marks or dogs. Star: high-growth, high-share business/product; they often need heavy investments to finance their rapid growth; eventually growth will slow down and will turn into cash. Low cash cow: low-growth, high- established/successful sbus need less investment to hold market share; produce a lot of cash that company uses to pay bills/support other sbus needing share business/product; cows investment.
