BU352 Midterm: BU352 Midterm Review.pdf
Document Summary
Target market: customer segment or group to whom the firm is interested in selling its products and services. Transacting value: list price, discounts, allowances, costs, payment period, credit terms. Communicating value: advertising, sales promotion, personal selling, public relations, direct marketing, electronic media. Delivering value: marketing channels, distribution intensity, locations, retailers/online, supply chain, logistics. Marketing environment: shaped by forces and players within the firm Division planning the firm (applies. Unit (sbu) only to large firms with more than one distinct line of business) Marketing planning brand, or market. Long- term (5 years) define company"s mission, set company"s goals, and establish business portfolio. Term (3- 5 years) establish portfolio of products and markets for the business unit. Develop marketing plans for specific. Term (1- 3 years) products, brands, or markets. Lo2: control phase, planning phase: Little or no brand recognition. Lack of financial resources talent. Lack of other resources and capabilities. Lack of marketing, management, and. Superior product offerings technical talent.
