ADMS 2200 Chapter Notes - Chapter 2: Market Saturation, Swot Analysis, Marketing Strategy

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Richard Patterson

Document Summary

Planning is the process of anicipaing future events and condiions and of determining the best way to achieve organizaional goals. Markeing planning implemening planning aciviies devoted to achieving markeing objecives. Strategic planning: determines primary objecives, adoping courses of acion to achieve these objecives, long-term focus. Tacical planning: implements aciviies speciied in the strategic plan, shorter-term focus. Mission essenial purpose that difereniates one company from another. Objecives guide the development of markeing objecives and plans. Markeing strategy selecing ad saisfying target consumers through the markeing mix elements. Monitor performance to ensure that objecives are achieved. Elements of a markeing strategy: the target market, the markeing mix variables of product, distribuion, promoion, and price that combine to saisfy the needs of the target market. Decision about what goods or services a irm will ofer its customers; also includes decisions about customer service, packaging, brand names, and the like.