ADM 1300 Lecture Notes - Lecture 4: Marketing Mix, Swot Analysis, Customer Service

• School: University of Ottawa
• Department: Administration
• Course: ADM 1300
• Professor: p

Document Summary

Step 1: defining the mission ( defining the mission and objectives) Step 2: conduct a situation analysis using swot. Step 3: identifying and evaluating opportunities using stp: segmentation, targeting, positioning. 3a) segmenting: the process of dividing the market into distinct groups of customers, each group having similar needs, wants, or characteristics, who might appreciate products or services geared especially for them in similar ways. Location ; season ; time slot ; demographics ; culture ; religion ; gender ; age ; social status ; 3b) targeting: evaluating the attractiveness of various segments and then deciding which to pursue as a market. 3c) positioning: how a firm wants to be positioned in those segments it has decided to pursue, this involves defining the marketing mix variables (4ps: product, price, place, promotion) Step 4: implement marketing mix (aka 4ps) and allocate resources. 4a) price and value for money: price should be based on the value the customer perceives.