BUSI 2208 Chapter Notes -Swot Analysis, Market Segmentation, Marketing Mix
9 Sep 2015
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Chapter 2: developing a marketing plan and marketing strategies. Lo1 describe how a firm develops and implements a marketing plan. Occurs on at leastr two levels, the corporate level and the functional level. Marketing planning process a set of steps a marketer goes through to develop a marketing plan. Implementation phase (stp & 4 ps)where marketing managers identify and evaluate different opportunities by engaging in a process known as segmentation, targeting, and positioning. They then develop and implement the marketing mix by using the four ps. Control phase (evaluate performance) the part of strategic marketing planning process when managers evaluate the performance of the marketing strategy and take any necessary corrective actions. Lo2 conduct a swot analysis and explain its use in marketing planning. Situation analysis it is the second step in a marketing plan, uses a swot analysis that assesses both internal s & w and external o & t.
