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6 Cards in this Set
- Front
- Back
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What is included in strategic marketing?
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Strategic planning - ”failing to plan = planning to fail”
Types of planning: Annual - long-range - strategic The planning process: planning -> implementation -> control I----------------------v--------------------------I analysis |
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What 4 parts is The strategic plan?
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Mission - realistic, specific, motivating, based on distinctive competencies
Objectives & goals - turnover, earnings, costs Business portfolio - BCG Marketing & other functional strategies – Ansoff’s matrix |
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What is included in the Marketing Strategy?
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Segmentation - demographic, behavior, psychographic, geographic
Targeting - the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Positioning - Arranging for a product to occupy a clear, distinctive and desirable place relative to competitive products in the minds of target customers |
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What is included in The marketing plan?
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*Executive summary - quick overview for management
*Current marketing situation - marketing audit *SWOT – strengths, weaknesses, objectives, threats *Objectives *Marketing strategy - segmentation, targeting, differentiation, positioning *Marketing implementation - what, who, when, at what cost *Budgets - projected profits and loss statement *Controls - how the progress will be monitored |
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What is the meaning of MICRO?
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Micro
Company, suppliers, marketing intermediaries, competitors, publics, customers |
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What is tthe meaning of MACRO?
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Macro
Demographic forces, economic forces, natural forces, technological forces, political forces, cultural forces |
