MKT 320F Chapter Notes - Chapter 2: Early Start, Marketing Mix, Target Market
Document Summary
-marketing management process: planning marketing activities, directing and implementation of the plans. -strategic management planning concerns the whole firm: strategic management planning an organization"s resources and its market opportunities involves planning not only for marketing but also for production, finance, human resources, etc. company plans should be marketing-oriented. : the managerial process of developing and maintaining a match between. A marketing strategy specifies a target market and a related marketing mix. It is a big picture of what a firm will do in some market. : fairly homogenous (similar) group of customers to whom a company wishes to appeal. : the controllable variables the company puts together to satisfy this target group (made: target market, marketing mix up of the 4 p"s. -target marketing is not mass marketing: target marketing: mass marketing marketing mix; assumes that everyone is the same says that a marketing mix is tailored to fit some specific target customers.
