MGCR 352 Study Guide - Final Guide: Swot Analysis, Consumerism, Marketing Mix

• School: McGill University
• Department: Management Core
• Course: MGCR 352
• Professor: Hamid Etmad

Document Summary

Chapters ii-iii: developing successful marketing strategies and scanning the. Corporate level strategy: overall strategy for an entire organization. Business unit level strategy: strategy for a set of related products. Functional level strategy: most specific and focused strategy. Business mission statement: a statement of the organization"s scope that often identifies its customers, markets, products, technology, and values. Goal : statement of what is to be accomplished through marketing activities. Realistic, measurable, time specific, consistent with the organization"s priorities. Foundation of marketing plan because it focuses on accomplishing the mission. Technological : impact on marketers, impacts on customers. Competitive : alternate forms of competition, components of competition (entry, power. Regulatory : protection of consumers and competition, self-regulation, consumerism of buyers and suppliers, existing competitors and substitutes) Stars large profits but need a lot of cash. Question marks need a lot cash, have potential to become stars. Dogs low growth potential and small market share. Which products will be directed to which customers.