BUS-3230 Chapter 4: Advertising-Chapter 4 Notes
14 Mar 2012
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Document Summary
Usually provide details of an activity"s cost and timing. Purpose is to identify the corporate objectives to be achieved over a specified period. company. Very specific and all activities related to product, price, distribution, and marketing communications are outlined in the plan. Penetrations strategy focuses all of the company"s financial and marketing resources on improving the sales of the company"s products. Acquisition strategy involves one company buying another company, or parts of another company. Strategic alliances relationship between two or more companies that decide to work co-operatively to achieve common goals. Divesting consolidating of operations by getting rid of operations that are not profitable or no longer fit with corporate goals. Market background situation analysis: preliminary step to marketing planning, a variety of information is compiled and analyzed. Economic trends basic economic trends often dictate the nature of marketing activity. Social and demographic trends basic trends in age, income, immigration, and lifestyle influence decision on what target markets to pursue.
