MKT 201 Chapter Notes - Chapter 2: Human Resource Management, Market Segmentation, Swot Analysis
17 Nov 2016
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Product excellence (nike) having products with high perceived value and effective branding and positioning. Locational excellence (cvs) having a good physical location and internet presence: marketing plan provides a blueprint for implementing the marketing strategy. They are then responsible for implementing the marketing mix using the four ps: control phase: Weaknesses, and the external environment in terms of its opportunities and threats. It should also assess the opportunities and uncertainties of the marketplace due to changes in cultural, Firms attempt to develop products/services that customers perceive as valuable enough to buy. Dyson fans versus normal ones: price and value capture: Value-based marketing requires that firms charge a price that customers perceive as giving them a good value for the product they receive. Pricing influences revenues: place and value delivery: The firm must be able to make the product/service readily accessible when and where the customer wants it: promotion and value communication:
