MKT 100 Chapter Notes - Chapter 2: Human Resource Management, Marketing Mix, Swot Analysis

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

A related marketing mix the four p"s. The bases upon which the firm plans to bulid a sustainable competitive advantage. Sustainable competitive advantage something the firm can consistently do the better than its competitors. Customer excellence retain loyal customers, excellent customer service. Opertational excellence effcicent operations and excellent supply chain and human resource management. Locational excellence having a good physical location and internet presence. Product excellence products with high perceived value and effective branding and positioning. Customer excellence focuses on having a good physical location and internet presence. Step 3: identify opportunities; segmentation, targeting and positioning. Step 4: implement marekting mix; product, price, place, promotion. Step 5: evaluate performance by using marketing metrics control phase. Planning phase where marketing executives and other top managers define the mission and objectives of the business, and evaluate the situation by assessing how various players, both inside and outside the organization, affect the firm"s potential for success.