Accounting MRK108 Chapter 3.3: Part 3 MRK108 Chapter 3
27 Dec 2016
School
Department
Course
Professor
Document Summary
Marketing planning setting the objectives and identifying the target market. Marketing strategy activities of selecting and describing one or more target markers and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets. Marketing objective statement of what is to be accomplished through marketing activities. Example: one firm may like # of products sold, while another wants % of market share. Communicate marketing management philosophies and provide direct for lower marketing managers so marketing is going in the direction they want. Marketing opportunity analysis (moa) the description and estimation of the size and sales potential of market segments that are of interest to the firm and the assessment of key competitors in these market segments. Must be fully describes: demographics, psychographics, and buyer behavior. If differentiated by ethnicity, multicultural aspect, marketing mix should be examined. International aspect culture, economic, technological development and political structure may be taken into account.
