MGMT-6060 Lecture Notes - Lecture 12: Mckinsey & Company, Philip Kotler, Software Agent
Document Summary
The 1970s was truly a turbulent and trying period for marketers (philip kotler, 1981) Survival of the best fitted , ibj march/april 2019. , vandenbosch et al. Revenues focus: forecasts may be over-optimistic, quantify the benefits: economic, social, environmental, sensitivity analysis: different forecasts = different outcomes, risk tolerance: what we can afford to commit, opportunity realization: potential benefit, when we commit. Your product or service: where will customers buy it? your location, their location, online, what price will you charge? price sensitivity, how will you promote it? marketing selling. Individual companies may use specific terms, not the ones below. Occupants objects occasions organisations objectives operations outposts outlets. Adapted from kotler & turner, marketing management, 4th edition", prentice-hall, 1981 9. Applies to individuals buying for themselves: retail market. May also apply to people buying for a business. Adapted from kotler & turner, marketing management, 4th edition", prentice-hall, 1981 10. Businesses that buy products for re-sale to individuals retailers".
