MGCR 352 Lecture Notes - Lecture 12: Reverse Logistics, Brand Equity, Customer Relationship Management

• School: McGill University
• Department: Management Core
• Course: MGCR 352
• Professor: Fabienne Cyrius

Document Summary

Ch1: marketing concept, marketing management orientations philosophies : production era; sales era, marketing concept era, market orientation era, consumer experience management era and social media marketing era, marketing mix (4ps) Importance of customers, customer satisfaction, and customer equity. Strategic marketing all components: who are we mission statment, what do we want to accomplish objectives , where are we swot , where we want to be marketing. Strategy+positioning , how are we planning to get there marketing mix, did we make it implementation + evaluation. Process whereby an org allocates its marketing mix resources to reach its target market but also maintain a fit between org objectives and resources and the evolving market opportunities. Swot analysis: internal and environmental factors: strengths, weaknesses, threats and. Internal and external environment: various external environments, understand how to identify trends in the external environment that support or hinder your. International entry strategies (exporting, licensing, joint venture, fdi: reasons for foreign expansion.