MKT 702 Lecture Notes - Lecture 2: Plans, Starbucks, Value Proposition
30 Mar 2020
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Document Summary
What is holistic marketing: holistic marketing sees itself as integrating, value exploration, value creation (for the customer, value-delivery activities (for the customer, with the purpose of building long-term, mutually satisfying relationships and co-prosperity, among key stakeholders. Market-oriented strategic planning: a managerial process, develop and maintain a fit between, an organization"s objectives, skills and resources, and, the changing opportunities in the marketplace. The marketing plan: a strategic business document, defines the company"s goals, guides the company"s actions (included cost, timing) aimed at achieving these goals, provides guidelines for evaluating the company"s progress. What is a marketing plan: a marketing plan is the central instrument for directing and coordinating the marketing effort. It operates at a strategic and tactical level: example: page 53 58 in textbook. Levels of a marketing plan: strategic, target marketing decisions, value proposition, analysis of marketing opportunities, tactical, product features, promotion, merchandising, pricing, sales channels, service. Marketing management chapter 2: project information within lecture 2 slides.
