COM CM 317 Chapter Notes - Chapter 6: Inside Out Music, Relationship Marketing, Marketing Mix

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Carolyn Clark

Document Summary

Marketing plan= plan that directs a company"s marketing effort. 2/20/19 lists goals and objectives for defined periods of time and describes precise strategies and tactics to achieve them an ongoing activity. Presents context for these facts culminates in a swot analysis. Swot analysis= after assessing a company"s situation, writer of a marketing plan prepares an analysis that identifies the brand"s or product"s strengths, weaknesses, opportunities, and threats strengths and weaknesses are internal to the company. Positioning= the association of a brand"s features and benefits with a particular set of customer needs, clearly differentiating it from the competition in the mind of the customer. Blends various marketing elements the company controls: product, price, distribution, and communications: marketing tactics or action programs. Marketing tactics= specific short-term actions that will be used to achieve marketing objectives. Bottom-up marketing= the opposite of standard, top-down marketing planning, bottom-up marketing focuses on one specific tactic and develops it into an overall strategy.