MARK301 Study Guide - Final Guide: New Product Development, Tim Hortons, Marketing Myopia
13 Dec 2017
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Use outline (tools document outline) or just ctrl +f . Use this to fill in your notes wherever you need. Creating, communicating & delivering value to consumers. Managing customer relations to benefit organization and stakeholders. Place: (chapter 11 & 12 - channels) Promotion: (chapter 13 & 14 - imc) Eras of marketing: production era, mass production (not many options, not paying attention to consumers" needs, focused on improving production and distribution efficiency. Strategic planning: process of developing and maintaining fit between organizations" goals & capabilities with changing market opportunities. I. e. adapting your goals to the constantly changing environment. Why do we do what we do: realistic, specific, fits the environment, motivating, based on what makes your organization distinct, must be a market-oriented mission statement. Analyzing current business portfolios or sbus to decide whether or not to make changes and develop future strategies for growth/downsizing. High market growth, low relative market share market share.
