BUAD 307 Chapter Notes - Chapter 2: Operational Excellence, Human Resource Management, Humidifier

• School: USC
• Department: Business Administration
• Course: BUAD 307
• Professor: Kovacevich Rex

Document Summary

Identifies a related marketing mix (its 4 ps) Identifies the bases on which the firm plans to build a sustainable competitive advantage: an advantage that is not easily copied and can be maintained over a long period of time. External environment opportunities and threats: used to anticipate and interpret change so the company can allocate appropriate resources. Describe how a firm chooses which consumer groups to pursue with its marketing efforts. Important to define the marketing mix variable so that target customers have a clear understanding of what the product does or represents in comparison with competing products. Summarize portfolio analysis and its use to evaluate market performance. Portfolio analysis management evaluate the firm"s various products and businesses and allocates resources according to which products are expected to be the most profitable for the firm in the future. Market penetration: employs the same marketing mix and focuses the firm"s efforts on existing customers.