Management and Organizational Studies 3420F/G Lecture Notes - Customer Relationship Management, Competitive Advantage, Human Resource Management

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Bonnie Simpson

Document Summary

Chapter 2 developing marketing strategies and a marketing plan. Four overarching strategies of the marketing mix to deliver value - colp. Obtain special terms of purchase that are not available to competitors. Receive popular merchandise that may be in short supply. Product excellence: having products with high perceived value and effective branding and positioning: understand customer needs investing in their brand itself; positioning their product or service by using a clear, distinctive brand image. Locational excellence: having a good physical location and internet presence: competitive advantage based on location is sustainable because it is not easily duplicated. Step 1: marketing executives + other top managers, define the mission and. Step 2: execs+managers evaluate the situation by assessing how various. Players, both inside and outside the org affect firms potential for success: using swot: assessment of its resources, capabilities, organization, strategies, and performance in relation to competitors. Step 3: marketing managers identify and evaluate different opportunities by a.