MKT-4290 Lecture Notes - Lecture 4: Swot Analysis, Nonprofit Organization, Market Segmentation
13 Mar 2018
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Review guide for chapter 4 mkt 429, section 1. Know the definition of and be able to explain what (cid:498)strategic marketing(cid:499) is about: strategic marketing: a series of integrated actions leading to a sustainable competitive advantage subject in analysis and planning. Know the format for completing most of the situation analyses that were discussed in class. Know and be able to explain how the four nonprofit orientations relate to the for-profit orientation of production, product, selling, and marketing: cause oriented, offer oriented, fund-raising oriented, needs-centered oriented. Be able to explain what internal culture conflicts are all about and in which steps of the situation analysis an analyst is most likely to find them. Internal culture conflicts: tension that occurs between those in a nonprofit who operate according to a social service orientation and those who operate (or wish to operate) according to a business orientation: managerial anaylsis. Know what is being analyzed in the marketing mix analysis. plans.
