MKT 201 Study Guide - Final Guide: Mountain Man, Internal Communications, Emerging Markets
Document Summary
Marketing- the activity, the set of institutions, and processes for creating, communication, delivering and exchanging offerings that have values for customers, partners, society at large. Is both a function and a process. Strategic plan business plan marketing plan (has to adhere to upper 2 plans) Research and analyze current situation (external and internal) Tactics (strategy to achieve objectives) objectives (short term targets to achieve long term) goals. 6 brand steps in marketing planning: research and analyze current situation, understand markets and customers, plan segmentation, targeting and positioning, plan direction, objectives and marketing support, develop marketing strategies and programs, plan metric and implementation control. Place (channel)- where/how it is sold: pricing. 2: promotion- advertising, pr, product- service, idea, person. 4 guiding principles: anticipate change, engage everyone, seek alliances, make marketing meaningful. Internal marketing- marketing to your own employees/ internal stakeholders. Macro- economic, political, legal, technological, environment- broad forces. Micro-specific forces that affect your company (customers, competitors, channel members)
